Ten Alps, the multimedia content business, has won a £3.5 million contract with Transport for London (TfL) to lead a road safety campaign for children.
The contract, which was secured following a highly competitive tender, will be delivered by the Ten Alps Communicate division and has been secured for a minimum of three years, potentially extending for a further three.
The firm has been appointed to create and manage a Road Safety Intervention Education Programme, a London centric, digital initiative to raise awareness of road safety with pre-school children within Greater London.
Ten Alps will create and manage the digital multi-platform campaign which will launch in September 2015. This will include the construction and management of a fully responsive educational website, to feature interactive stories and games using HTML5 technology for a multi-device user experience, as well as a range of apps.
The programme, which is named The Children’s Traffic Club London, will be structured to reflect the diversity of the city in its creative, featuring a range of animated characters designed to appeal to children aged between three and five years old, and encourage safe and active travel.
Commenting on the contract win, Bharti Bhikha, Managing Director at Ten Alps Communicate, said “The Children’s Traffic Club London is especially designed to reduce the number of road casualties in the city by developing and influencing attitudes and behavioural changes in a positive way.
The campaign is the biggest of a number of digital educational programmes we are now managing and it anchors our business for the next few years. TfL praised the creativity, design flair and digital expertise we demonstrated in our pitch to work with them.”
Mark Wood, CEO at Ten Alps, added: “Winning the TfL contract is a significant step in the creation of a much larger content marketing and communications business at Ten Alps. Our success is a reflection of the superb story-telling and digital design skills in our Ten Alps Communicate business unit.
We’re now focussed on building out our television operations and developing Ten Alps Communicate into a broader content marketing and corporate communications business, while also accelerating out CSR opportunities.”