The video highlights the fact that 500 children are killed and thousands are injured every day on their way to and from school – and ends with real-life CCTV footage of crashes.
Comms agency Reputation Squad was tasked with promoting the campaign. This involved creating the Save Kids' Lives website to provide details on the initiative including a public petition, and host both the film and an interview with Jean Todt, president of the FIA – the body that oversees Formula 1 racing.
The agency also took charge of the social media strategy and drafted in celebrity ambassadors including Pharrell Williams and Rafael Nadal to help promote the campaign.
The #SaveKidsLives initiative ties in with the UN's 'Child Declaration’ petition, which calls for improvements to be made to road infrastructure, better speed management and a reduction of drink driving. The UN hopes that by tackling these issues, all children will have a safe route to school by 2030.
To date the video has been viewed more than two million times on YouTube and Facebook, and the #SaveKidsLives has had an estimated reach of up to 52 million on Twitter. More than 800,000 signatures have been gathered for the petition so far.