Hedgehogs (1997)



Original run: 14th January - 23rd February 1997

Cost: £500,000

Length: 40 seconds/two 20 seconds versions

Released: ITV, Channel 4, children’s satellite channels and video

Summary
The advert features two hedgehog brothers; one wise older brother and a younger more impatient sibling. Throughout a walk along a road, three opportunities to cross are shown, each with a flaw preventing safe crossing. At the end of the advert, the two brothers successfully find a safe crossing point and cross. The advert ends with the slogan ‘Stop, Look, Listen, Live’.

Purpose
Research showed children often rejected safety messages from ‘real’ actors for various reasons such as dress, age, race and gender. Thus animation was chosen. The choice of Hedgehogs came about due to the theory that if Hedgehogs learned to cross the road properly, they wouldn’t get squashed.

Result
The Hedgehogs advert proved extremely popular, with a spontaneous recall from children aged 7 to 14 at 71%. 89% percent of these said the advert reminded them of how to cross the road and 41% listed the advert as their favourite.