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The Department for Transport wanted a campaign that would raise the awareness of parents’ own road safety behaviour. While parents felt they were educating their children about road safety, they were actually demonstrating bad road behaviour to them. This was a big problem as it showed a lack of consistency between actions and words, and kids often copy bad behaviour rather than follow good advice. Our task was to alert parents to this fact and persuade them to take responsibility for their children’s road safety behaviour. We did this by making them realise that they teach their kids one thing but do something else themselves.