Minister launches kids' safety campaign

Date: 14/10/2011

Children in the UK are to be reminded about the importance of road safety through a new campaign of adverts.

The £700,000 scheme was launched by Road Safety Minister Mike Penning, who explained that the initiative will provide young people with the skills and knowledge they will need to stay safe as they grow more independent.

Adverts will be shown on the television and at cinemas. They will focus on areas such as finding the best place to cross the road and how children should take care to be seen after dark, according to the Department for Transport.

Although Mr Penning acknowledged that the number of young people either killed or seriously injured in the UK is now 72 per cent lower than 20 years ago, the government is committed to reducing this even 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," he said.

Television advertising for the scheme will begin on October 17th, with the short films aimed at those aged six to 11 years old.

In August, the London Transport Museum with Transport for London hosted a series of workshops designed to teach kids about what precautions to take when near roads, as part of Be Safe Week.

Posted by Sarah Bailey