Oil giant Texaco is unveiling a new corporate social responsibility drive featuring a cartoon character called Hector, in a bid to highlight the importance of road safety to children.
Vallance Carruthers Coleman Priest (VCCP) is the agency behind the initiative, which will feature Hector in a series of five free books placed in Texaco’s UK outlets. The books aim to teach safety lessons to youngsters aged between six and ten, including using a seatbelt, cycling tips and crossing the road.
Texaco is using Hector to build an emotional connection with its customers while demonstrating its responsibility to make roads safer for young children.
The campaign will be supported by an interactive microsite, www.hectorsroom.com, and point-of-purchase material. Books will contain reflective stickers and the first comes with a wristband.
Cathy Cooper, general manager area marketing support Europe for Texaco, says: "While providing entertainment through a series of highly visual books, which we hope children will be keen to collect, we also want to communicate some serious road-safety messages that will be remembered for life."