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Starring role for Hedgehogs in Asda stores

Asda will be supporting the THINK! child road safety campaign during October by promoting the Be Safe Be Seen message in-store and featuring Hedgehog characters on bread products.

In addition to additional exposure for the campaign message, the partnership offers a great opportunity for road safety officers to put on events at their local Asda and gain publicity.

The campaign goes live on 6 October for one month and Asda and there will be a range of Hedgehog promotional items - including Be Safe Be Seen rulers, pencils, rubbers and sticker booklets - for use as giveaways and competition prizes. There will also be t-shirts for Asda staff, caps and balloons to help theme events.

Asda stores will be encouraged to get in touch with their local road safety team to create local campaigns, but DfT is also encouraging RSOs to contact their local Asda co-ordinator to encourage them to order campaign packs and plan their campaign.

A burst of Hedgehogs' Be Safe Be Seen television advertising will break week commencing 17 October, which will be followed by a publicity launch week commencing 24 October. RSOs are encouraged to mirror these timings as closely as possible in order to maximise coverage.

A list of Asda event coordinators and further information about this initiative will be published on the THINK! website in the next week or so.

For further information contact Alice Evans alice.evans@dft.gsi.gov.uk, or Charlotte Mulley charlotte@iris-london.co.uk