The company is aiming to appeal to petrol-buying parents by launching a road-safety campaign targeted at six to ten-year-olds. A priority is to flag up Texaco's corporate social responsibility commitment in Britain.
‘It is difficult for a fuel company to show its emotional side and the investments it makes into communities. A huge percentage of Texaco's customers are of parenting age, so this adds value [to the brand],' said Good Relations director Christine Morgan, who is leading the account.
The campaign will centre on the promotion of books based on a character called Hector and his attempts to understand road safety.
It will address issues including seat-belt use, safe cycling and road crossing.
From next month, 350,000 books - each containing a reflective sticker - will be available for free at Texaco's 1,150 forecourts in the UK. Devised in collaboration with the Department for Transport, they were designed by ad agency VCCP, a sister firm of Good Relations in the Chime group.
The campaign will target children and parenting media, and plans are afoot to build up word of mouth among parenting groups.
‘The nights are drawing in and Texaco wants to take some responsibility for making the roads a safer place,' added Morgan.
The scheme will be supported by the interactive site hectorsroom.com