Kids are getting older younger these days and a more hard hitting approach was needed to replace the cute Hedgehogs campaign. We needed to get today's 6-11 year-olds, who lack real-life experience on the road, to understand the real consequences of not using correct road safety behaviour. We created three animated characters who have been injured in road accidents. They tell cautionary tales around specific road safety behaviours and their injuries become the focal point. Their disregard of road safety has left them injured and unable to carry on doing their favourite things, like playing football.