Child road safety campaign launched

14/10/11

By Richard Cranidge

Young children are being reminded of the dangers present on the roads under a new advertising campaign launched by the Department for Transport.

Ministers are spending £700,000 on a series of TV and cinema adverts putting across vital road safety messages.

Road safety minister Mike Penning said that UK roads are "among the safest in the world" but there is always rooms for improvement.

A total of 55 children were killed on the roads and more than 19,500 were hurt last year - a 72 per cent reduction on the figures of 20 years ago.

But Mr Penning said the latest THINK! initiative could help reduce the number of deaths and injuries even further. The adverts on the TV and in cinemas will tell children about where to find a safe place to cross roads and encourage children to wear bright clothes so they are seen by drivers in the dark.

"The television and cinema advertising campaign we are launching today will help to give children the skills and knowledge they need to stay safe as they grow more independent," Mr Penning said.