The DfT has appointed direct agency Iris to handle the programme, which will target potential partners from sectors such as sports, computer games, mobile phones and music, that will resonate with the age group.
Activity running in August and September, as teens return to school after the summer holiday, will encourage teens to look out for each other by the roadside.
The work will extend the theme of the DfT's current ad campaign, created by Leo Burnett. Filmed in the style of mobile phone footage, it shows a distracted teenager mown down by a passing car.
Sixty five per cent of teens claim to have stopped a friend from running out into a road, according to DfT research. Pedestrian road accidents are the single biggest cause of accidental death among 12- to 16-year-olds; about 55 teenagers are killed or injured on the roads every year.
Last October, brands including Asda, 3M and the Dairy Farmers of Britain partnered the DfT's annual 'Hedgehog Be Safe Be Seen' campaign, targeting seven- to 10-year-olds. Asda ran in-store activity, 3M produced reflective winter jackets for children, and the Dairy Farmers of Britain ran messages on 12m milk cartons going into 5000 schools.
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