Go Smarter radio ad competition

The Congestion Crusaders from Lord Lawson of Beamish Academy - winners of our Smarter Parker radio ad competition.

Schools Go Smarter teamed up with Sun FM to highlight the importance of both parking safely around schools and commuting to school in a more environmentally friendly way.

Sun FM's Next Generation project worked with schools to create an on-air campaign to help keep children safe and reduce congestion on our roads on the school run as part of Go Smarter's 'Be a smarter parker' campaign.

In January, Janette Williams, Schools Go Smarter’s Active Travel Officer for Sunderland, presented a video briefing about the information to be included in the advert.

A total of 30 teams from 15 schools entered the competition. All of the entries have received a certificate for taking part.


The final four teams from (three different schools) visited the Sun FM studio for a tour and to meet the presenters and Schools Go Smarter representatives.

The finalists were invited to a special event at the Mansion House on Thursday 16 March for the final judging. They were:

  • Lord Lawson of Beamish Academy - The Congestion Crusaders
    Nell Dickson, Ellen Proud, Niamh Carr, Lauren Hubb, Katie-May Eastland, and Claudia Crossling
  • Boldon School
    Mia Russell, Cade Scott, and Callum Hannard
  • Lord Lawson of Beamish Academy - Bumper to Bumper
    Orlena Henderson, Lily Robson, Beth Davidson, Millie Coates, Sophie Harrison, and Charlotte Stonebridge
  • Biddick Academy
    Faye Alexanders, Natasha Butler, Jack Bowen, Holly Herron, and Alex Peel

The teams presented their scripts and recordings, and discussed the ideas behind them.

All three schools received a special plaque to celebrate how far they had come in the competition.

And the winner is...

All of the entries were amazing and it was really difficult for the judges to choose one winner.

But, one team stood out for their creativity and the way that they had interpreted the brief for the 'Be a smarter parker' campaign.

The winner is 'The Congestion Crusaders' from Lord Lawson of Beamish Academy in Birtley.

They will have their script professionally recorded, using their own voices, and will be broadcast across the North East for two weeks from Monday 27 March 2017. You'll be able to hear the final version of the commercial on Sun FM, Metro Radio, Capital Radio and Star Radio.

Listen to the winning radio commercial


Download the commercial from YouTube.

Visit the 'Be a smarter parker' campaign page.

Here's how Lord Lawson of Beamish Academy reported the win.

Here's the video that Janette recorded to brief the entrants.



This campaign has gone a long way to build the brand awareness and reputation of Schools Go Smarter within secondary schools.

Prior to the final, representatives from Sun FM and Schools Go Smarter listened to all of the entries and shortlisted four.

Before the presentation, the finalists were invited to the Sun FM studios, where they were given a station tour. They were coached by Sun FM staff and creative manager on presentation delivery and how to sell their advert to the judging panel.