DEPARTMENT FOR
TRANSPORT News Release (171) issued by COI News Distribution
Service. 12 November 2008
More than 9,000
killed or inured on our roads last year
Government is taking a new approach to warning children about the
dangers they can face on our roads, following new research that
shows today's 6-11-year-olds need bolder and more forthright
communication about road safety than ever before.
A new £1.5m THINK! campaign unveiled today by Road Safety
Minister Jim Fitzpatrick graphically spells out the dangers of not
crossing the road safely and highlights the need to 'stop,
look and listen' every time. Jim Fitzpatrick said:
"More than 9,000 children were killed or hurt on British
roads last year. This tragically underlines why we must continue
to teach our children how to safely use the road.
"Previous Government campaigns have been very effective in
teaching children about road safety. But because today's
6-11-year-olds are exposed to new media like computer games and
the internet their attitudes to communications have become more
sophisticated. This means they need the real world dangers of not
using roads safely spelled out in a new, more realistic way.
"Our roads are some of the safest in the world, but any
death is one too many and that is why we remain determined to
continue to do everything we can to make our roads even safer."
Justin Roberts, Co-Founder and MD of Mumsnet.com, the UK's
largest online social network for parents said:
"According to our user research at Mumsnet road safety is
the number one parental fear so anything the Government can do to
encourage children to be safe is very welcome. The format of the
advertisement is one which children can relate to so hopefully the
road safety message will get through effectively."
'Tales of the Road' was devised following in-depth
research with both parents and children who felt that a forthright
campaign showing the consequences of both good and bad road safety
behaviour was needed to make an impression on today's
children. This generation of 6-11-year-olds is exposed to a
greater variety of media than ever before from computer games and
the internet to 24-hour news.
The campaign will use animated characters to tell a series of
cautionary tales each focusing on a different aspect of road
safety. The first advert, 'The Boy Who Did Not Stop, Look
and Listen', will air from Monday 17th November and aims to
demonstrate to children the importance of taking care when
crossing or playing near roads.
The television adverts will be accompanied by a new website with
interactive games for children and educational material for
teachers and parents. The Government is also investing £140m in
the Travelling to School project and another £140m in cycling,
which includes funding for an extra 500,000 10 year-olds across
England to take part in Bikeability cycle training, while the
THINK! Copycat campaign reminds parents of the need to set a good
example to their children on road safety.
Notes to Editors:
1. 'The Boy Who Didn't Stop, Look and Listen' will
air from Monday 17th November 2008. The next adverts for the
'Tales of the Road' are scheduled to appear from 5th
January 2009.
2. 'The Boy Who Didn't Stop, Look and Listen' cost
£1.5m in total.
3. The 'Tales of the Road' website goes live on 17th
November 2008 and can be found at http://www.direct.gov/talesoftheroad.gov.uk
Public Enquiries: 020 7944 8300
Department for Transport
Website: http://www.dft.gov.uk