NLEX Corporation partners with Paw Patrol to boost road safety thrust

NLEX Kiddie Patrol Day

In its bid to send a message of safety on the roads, NLEX Corporation has forged a partnership with Paramount Consumer Products.


  • What is the campaign between NLEX Corporation and Paramount Consumer Products about?

    The bringing in of the global
  • When and where will the NLEX Corporation have its first activation with Paw Patrol?

    The tollway operator will have its first program on November 11, 1 p.m., at SM City Clark.
  • In a statement, the tollway operator said that the global "Nickelodeon Safety First with Paw Patrol" campaign is aimed at inspiring motorists to practice safe driving habits as well as educate children on how to be safe while on the road. The program will run beginning this month up to June next year.

    According to NLEX Corporation, safety messages that can be seen on its social media pages, toll plaza banners, and billboards along its road network will feature the characters from the animated series Paw Patrol (produced by Spin Master Entertainment and aired on Nickelodeon and Nick Jr.).


    “As a company that puts safety at its core, NLEX has partnered with Paramount to engage and educate children and their families about road safety by having a series of fun and informative online communication campaign, out-of-home ads, and on-ground activations,” NLEX Corporation President and General Manager J. Luigi Bautista was quoted as saying.

    The company’s leader shared that the newest project matches its new Mission Road Safety campaign that highlights safety being everyone’s responsibility. The campaign is anchored on three pillars: Safe Driving, Safe Vehicles, and Safe Roads.

    The company cited data from the United Nations Economic and Social Commission for Asia and the Pacific (UNESCAP), stating that transport accidents in the Philippines have an average of 345 fatalities every day. Aside from that, it also mentioned that around 38 children in the Philippines succumb to road traffic injuries on a daily basis.

    Given the aforementioned statistics, NLEX Corporation aims to ensure kid’s safety and further contribute to the reduction of child road injuries through safety trainings and engaging road safety tips and reminders on social media.

    Relatedly, NLEX Corporation will install a kiddie boot camp on November 11, 1 p.m., at SM City Clark. The activation — dubbed as the NLEX Kiddie Patrol Day — will have numerous activities for kids such as road sign making, coloring activity, driving simulation game, as well as a road safety workshop.

    Paw Patrol

    Those who participate will also have the opportunity to receive a safety badge and meet Paw Patrol’s Chase, Marshall, Skye, and Rubble characters in a meet-and-greet session.

    To note, the “Nickelodeon Safety First with Paw Patrol” made its global debut in 2019 to share the importance of children’s safety. It utilizes multi-platform approaches, using the safety educational values of the Paw Patrol pups to educate children across road, fire, water safety and more.

    “Encouraging positive behavior has always been the hallmark of PAW Patrol. The show uses teamwork to model good citizenship, help solve problems in the community and is the perfect vehicle for children and their families to adopt safety-first practices everywhere and anywhere they are. This exciting partnership with NLEX further cements our messaging to our fans and our joint efforts in this regard are completely aligned,” Paramount Consumer Products Asia Vice President Brand and Retail Marketing Dennis Tan said.

    Photos from NLEX Corporation, Paw Patrol Facebook page

    Also read:

    NLEX Corporation boosts ties with LGUs to further road safety thrust

    NLEX Corp. installs more resource-saving systems

    NLEX Corporation’s road-raising project in SCTEX now 50% complete

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