Teddy bear ‘talks’ to parents in Metlink campaign

A teddy bear is the star of Metlink’s latest public transport campaign which promotes travelling with children.

Createdby Melbourne-based agency Marmalade, the campaign has a safety focuswith the teddy used to remind parents and carers of the importance oflooking after children on public transport.

The teddy has been shot in a number of worried poses with accompanyinglines that highlight the need to ‘keep an eye on kids around publictransport’.

Michelle Herbert, senior manager at Metlink, says the campaign is designed to remind carers how important it is to follow the basic rules to avoid an incident.

“Melbourne has an extensive public transport network and a fantastic record of child safety – we want to make sure that continues,” says Herbert.

“Much of it is common sense but as we move into the busy festiveseason, mums and carers need to make sure they are doing everythingthey can to avoid an incident.”

In the last year, there have been a number of reported incidents onMelbourne’s public transport network involving prams and young children.

Metlink is working with the operators on pram safety and this campaignis a timely reminder to all people travelling with children to takecare.

Travelling with Children was launched today, during Children’s Week andOctober Safety Month, at North Melbourne Station and is supported byKidsafe, the child accident prevention foundation.

Marmalade has held the Metlink account since the organisation’sinception in 2004 and has created numerous campaigns for the ‘the onestop shop for public transport information’.

The creative concept has been translated in to print and onlineadvertising which will run throughout Victoria in November and December.

An integrated PR and social media campaign through Currie Communications will support the

advertising.