Hare & Tortoise Party (campaign)

This campaign aimed at teenage pedestrians ran at cinemas across London and on video-on-demand platforms.

Produced by Transport for London (TfL), the campaign uses Aesop’s ‘Hare and Tortoise’ fable to urge youngsters to pay attention when crossing the road.

The film shows two groups of friends – one wearing hare masks and the other tortoise masks – setting off to a party. While the tortoises make their way carefully, the hares rush to their destination which leads to a tragic outcome for one of the group.

The film finishes with the slogan: “Think slow when crossing.”