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Meet the Mechanimals, the rhinos, elephants and gorillas helping children understand road danger

Roastbrief by Roastbrief
July 17, 2026
in Agency, Brands, Campaign
Reading Time: 4 mins read
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Meet the Mechanimals, the rhinos, elephants and gorillas helping children understand road danger
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17 July, Edinburgh: Transport Scotland has launched Mechanimals, a free digital learning resource developed by Leith for Secondary school pupils of all year groups. Through an engaging cast of animal characters, the resource brings to life the real forces at play on the road, making road safety education more engaging and memorable for young people. 

The campaign is based on strategic research encompassing digital performance audits, in-school engagement sessions, teacher feedback and a review of existing materials. Our research showed that young people often feel confident around roads but underestimate the forces that make them dangerous. We needed to get them to respect the roads more by showing that cars can cause as much damage as big, powerful animals they would never mess with. 

Mechanimals turns those forces into creatures children instantly recognise. A heavy, slow‑to‑stop elephant helps explain mass. A fast, unpredictable gorilla brings speed to life. A charging rhino shows how momentum affects stopping distance. By expressing physics through character and story, the campaign gives teachers a simple way to make complex ideas concrete, memorable and age‑appropriate.

Teachers played a central role in shaping the approach. Their feedback made clear that the new resource needed to be straightforward to use, adaptable for different ages and capable of supporting long‑term learning rather than one‑off lessons. Mechanimals reflects that guidance, offering a shared language that teachers can return to throughout a child’s time in secondary school.

The development process also identified the need for improved support for learners with complex additional support requirements. The new Complex ASN resource called ‘Travel Together’ has been created with direct input from specialists, parents, carers and young people. It includes a lanyard set that provides a simple, tactile prompt for teachers, parents, carers and young people to use when they are out and about. It helps reinforce the key messages consistently in real-world settings and recognises that repetition is critical for learning, confidence, and safer behaviours over time. 

Mechanimals is now available to all Secondary schools in Scotland, along with the new Complex ASN resource and supporting classroom materials.

Vicky Karakosta, Head of Project Management at Leith, said: “Collisions on our roads remain one of the main causes of accidental death among children and young people each year. We know early experiences shape future behaviour, so positive road safety attitudes must be reinforced from a young age, in the classroom and at home.

Free road safety resources that are readily accessible for everyone in Scotland are vital to support young people’s learning and growing independence, helping them build essential life skills to stay safe on our roads. That’s why we’re proud to have helped bring these new digital resources to life, developed with teachers and pupils throughout to ensure it’s easy to use and fit for purpose.”

Creds

Leith
Head of Strategy: Leona Coupar
Strategy Director (Digital Specialist): Caitlin Mackie
Deputy Client Partner: Richard Thomson
Head of Project Management: Vicky Karakosta 
Project Manager: Azin Teimoori Morely
Deputy Creative Director: Chris Watson
Senior Art Director: Rufus Wedderburn 
Executive Creative Director: Troy Farnworth
Lead Content Creator: Steve Milne
Senior Content Creator: Stuart Whibley
Senior Content Creator: Claire Lovie
Head of Design: Rob Petrie
Copywriter: Lottie Grant
Senior Producer: Grant Byrne
Senior Producer: Fraser Hunter
Senior Producer: Sarah Kenny
Head of Production: Neil Williams
Senior 3D Animator: Mickey Davies
Head of UX & Digital Design: Tom Waterman
Digital Designer: Lizzie Quirke
Digital Designer: Cat McDuff
UX Designer: Robyn McLaughlin
Technical Director: Paul Brown
Web Developer: Steven Murdoch 
Principal Software Engineer: Claire Smith
QA Engineer: Michelle Austin
Web Developer: David McClung

Director: Phil Hawkins
1st AD: Remo Catani
DOP: Dave Meadows
VFX Supervisor: Danny Coster
VFX Supervisor: Richard Perry
Producer: Dave Neilson 
Sound: John Vick
Photography: Armando Ferrari

Tags: agencyBrandscampaignchildrenMechanimalsroad dangerTransport Scotland
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