Roadstars

We had to give Scottish children vital road-safety skills. Our design thinking would save lives if it solved the riddle of balancing technical digital requirements, educational best-practice, and budget pragmatism; while exciting kids.

Background:
Over time, loads of digital materials had been previously developed by others but the assets had often been developed without education at the heart. And, they weren't joined up; didn't live up to production values expected today; and digital interaction had just moved on.

Opportunity:
We had to establish a new platform that an ongoing suite of fit-for-purpose content could be built on.

Challenge:
How to create digital content that goes beyond fun, and actually matches the curriculum for three age levels: 3-6 year olds, 7-8 year olds, 9-11 year olds? Remembering that these guys do not all play nice together. So, we adopted a proven flexible learning model (Prepare. Absorb. Capture. Review).

Practical foundation:
To allow future content to be added cheaply and quickly, we established underlying digital mechanisms that could sit on the existing website framework, were mobile-friendly, accessible and re-useable across the age groups (so kids' brains were on tasks - not working out how to use the site).

Superpowered creative:
The infinitely powerful lazer-focused (insert more superhero hyperbole here) subbrand created to carry all this (and tested with kids) - was a group of diverse superheroes - who evolve and get older with the users. The 'Roadstars' challenge pupils with training missions to help us keep the roads safe!

With them, kids learn to;
"Stop, with a superhero chop
Look: use those lazer-eyes guys
Listen: use your hearing like you're superhuu-men
Think. Cos getting hit buy a car would super-stink."

Visual identity:
Research showed it would help the kids if they could easily relate the learnings directly to their real lives. So, with a backdrop of Scotland's grey roads in mind, we designed an identity with bright superhero colours and type.

Content design:
With lots of powerposes and flexing, the Roadstars presented content ranging from a song and dance with the road safety basics (3-6 year olds), to how-to-videos with interactive questions (7-8 year olds), to full 360 immersive experiences that mimic what its like to cross the road while your mates are waving a phone in your face and generally being 9-11 year olds. Plus, a whole batbelt of other low-budget lessons that help kids cross like a boss.