The Department for Transport (DfT) has launched a winter road safety campaign aimed at making sure children can be seen more easily by road users.

The ‘Be Bright, Be Seen’ promotion is part of the THINK! road safety campaign, which was launched on Friday (23/10/09).

Road safety minister Paul Clarke said:

‘Our 'Be Bright, Be Seen' television adverts remind children that they should wear reflective clothing if they going out after dark. At the same time, drivers also need to take extra care and look out for children.’

The THINK! road safety campaign will be running 'The Girl Who Didn't Dress Brightly in the Dark' advertisement in cinemas – as well as 'The Boy Who Didn’t Find a Safe Place to Cross' advertisement online.

 
Both promotions form part of the ‘Tales of the Road’ road safety campaign aimed at children, which was launched last year by the DfT. The campaign illustrates the different stages of the Green Cross Safety Code – find a safe place to cross, stop, look and listen, be visible to cars. The campaign will also cover bicycle safety.

Figures from the DfT show that, in 2008, 712 children aged between six and 11 were killed or seriously injured while walking in Great Britain – while 155 children of the same age group were killed or seriously injured while cycling.

The new campaign is also aimed at the six to 11-year age group and will encourage children to wear bright or fluorescent clothing while out and about – and to find a safe, well lit place to cross roads.

Cyclists will also be urged to make sure their bicycles are fitted with a red reflector light on the back bumper and reflectors on the spokes to help them see on dark roads.

More information is available at http://direct.gov.uk/talesoftheroad.

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