Child road safety campaign launches

Be Bright, Be Seen - Children should be dressed in bright fluorescent clothing during the day, and reflective items at night, to help other road users to see them

A new child road safety campaign is being launched ahead of the clocks going back this weekend.

The government’s new THINK! campaign aims to spell out the dangers of not taking care on the roads.

Britain has some of the safest roads in the world but children are still more likely to die in a road collision than from any other accidental cause.

Figures from the Department for Transport show that more than half of all accidental deaths of children aged between 6 and 11 are as the result of road accidents.

Last year, there were four deaths and more than 1,200 injuries in the North West alone, with nearly 8,000 children either killed or injured on roads across the UK.

Road Safety Minister Mike Penning said:“Britain’s roads are among the safest in the world and the number of children killed or seriously injured is 72 per cent lower today than twenty years ago.

“But figures for the North West show four children were still killed and 1,221 were injured last year. Every death on the roads is a tragedy and we are determined to reduce these numbers further.

“That is why – despite the need to cut the deficit – we are continuing to invest in child road safety campaigns to help children to understand the importance of crossing the road safely.

“The television and cinema advertising campaign will help to give children the skills and knowledge they need to stay safe as they grow more independent.”

Gillian Roberts, Chair of Road Safety GB in the North West, added: “Too many children are still being injured or killed on roads in the North West. The THINK! Tales of the Road campaign provides parents and guardians with a few simple steps to help keep their children safe, particularly with the darker mornings and evenings at this time of year.

“Parents can make a huge difference by making sure their children know to find a safe place to cross the road and always stop, look and listen before crossing. Children should also be dressed in bright fluorescent clothing during the day, and reflective items at night, to help other road users to see them.”