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12/10/2007
Parents Targeted In Road Safety Alert
Road Safety Minister Jim Fitzpatrick has launched a new road safety campaign aimed at parents to help reduce child road casualties.
The new campaign, called 'Copycat', is the first THINK! campaign aimed specifically at parents and reminds them that children copy their behaviour on the roads. The campaign also aims to educate parents about the dangers that children face on the roads.
The campaign is based on government research, which tested the effectiveness of existing road safety campaigns aimed at children and their attitudes to road safety and behaviour. The research found that some parents admitted to taking 'calculated risks' on the road in front of their children.
Mr Fitzpatrick said: "Last year around 11,500 children aged 4 - 11 years were killed or injured on Britain's roads. Child casualties have dropped markedly in recent years, but still too many children are being killed or hurt on our roads.
"We can all fall into bad habits, but it's important parents realise it's no good teaching kids good road safety techniques if you don't follow them. If parents are crossing the road when the red man is showing, or not using seatbelts, then their children will copy them."
The 'Copycat' campaign launches in Sunday newspapers on October 14, followed by ads in national dallies, popular magazines, on-line ads on sites frequented by parents and radio stations in England, Scotland and Wales. Advertising will run until the middle of December.
(KMcA)
The new campaign, called 'Copycat', is the first THINK! campaign aimed specifically at parents and reminds them that children copy their behaviour on the roads. The campaign also aims to educate parents about the dangers that children face on the roads.
The campaign is based on government research, which tested the effectiveness of existing road safety campaigns aimed at children and their attitudes to road safety and behaviour. The research found that some parents admitted to taking 'calculated risks' on the road in front of their children.
Mr Fitzpatrick said: "Last year around 11,500 children aged 4 - 11 years were killed or injured on Britain's roads. Child casualties have dropped markedly in recent years, but still too many children are being killed or hurt on our roads.
"We can all fall into bad habits, but it's important parents realise it's no good teaching kids good road safety techniques if you don't follow them. If parents are crossing the road when the red man is showing, or not using seatbelts, then their children will copy them."
The 'Copycat' campaign launches in Sunday newspapers on October 14, followed by ads in national dallies, popular magazines, on-line ads on sites frequented by parents and radio stations in England, Scotland and Wales. Advertising will run until the middle of December.
(KMcA)
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