Road safety chiefs in Medway are to send youngsters a hi-tech road safety message with a pioneering mobile phone advertising campaign.

Canterbury-based advertising agency "an agency called england" has been awarded a six-figure contract to create a road safety campaign for Medway Council' s road safety team.

Now the agency has revealed it plans to use an innovative system called Go-Go, which sends messages to mobile phones passing within a fixed radius of a shoebox-sized pod.

The system has been used in projects by the Metropolitan Police and has also been tested in Leeds in a campaign to help people find their way around the city.

Locations for the pods have yet to be decided but agency called england spokesman Emma Hignett said the company was very excited by the technology.

She said: "Mobile marketing is seen as an effective way of targeting youngsters and the Go-Go system can be used for any purpose but basically delivers messages to mobile phones.

"The theory behind it would be you have pods about the size of a shoebox plugged in, these pods can send out messages to mobile phones they detect that have their Bluetooth turned on to a certain radius.

"The idea is that specific locations or times could be used and you could potentially support it with other advertising."

The campaign, to be launched in mid-October will also use a wide range of media, potentially including posters and radio advertising.

An agency called england beat five other advertising agencies to win the campaign for Medway Council.

Su Negus, principal road safety officer for Medway Council, said the agency had "proposed a campaign with a clear visual message that immediately tells everyone that they can’t do two things at once.”

Malcombe Pollett, business director for an agency called england added: “We’re excited to be working with Medway Council on an incredibly creative campaign.

"The message is a simple one and we aim to deliver that message in an original and creative manner which will grab people’s attention.

"It’s important that the message gets through to all age groups, and one part of the proposal is to reach younger members of the community via their mobile phones.”