One of my favourite things I’ve ever done has launched and I’m so proud. It’s had a really good reaction so far and it feels so good to just get it out there after so much fiddling about.

The campaign is about how parents can support their kids on the way to being safe drivers. It’s not just about paying for lessons and insurance; parents need to be thinking about how their own behaviour in the car influences their children at a young age, as well as helping out with finding the right driving instructor and doing private practice. That sounds arduous but not quite as arduous as months of visiting your child in hospital after they’ve had a terrible car crash.

There’s four more parts to come so the work is FAR from over but I’m excited to have so much great content to play with. You can read about what we’re doing on the ingenie blog and the first video from the campaign is right here:

The world of marketing can feel like a very hollow place when you get out into the woods and think about the fact that you’re just a talking animal. But getting to work on campaigns like this, that could really make a difference to young people’s futures, makes it way less bizarre.