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29/12/2008
A new advert will slash the numbers of young pedestrians who are hurt or killed on the roads each year, the Government hopes.
The Girl Who Didn't Dress Bright in the Dark airs from Monday, December 29, and is part of a THINK! campaign intended to improve road safety among primary school children.
It was put together after interviews with more than a thousand families suggested that children wanted a "more forthright approach" to road safety messages, where the reasons for road safety rules were made clear.
It joins the first advert in the campaign, The Boy Who Didn't Stop, Look and Listen, on the Government's Tales of the Road website, which provides information for parents and children on how to be safe.
According to the Department for Transport, more than 9,000 young pedestrians were killed or hurt on Britain's roads last year.
Road Safety Minister Jim Fitzpatrick said: "This is not acceptable and we are determined to do more to keep children as safe as possible.
"Parents do a great job of teaching children about road safety and we want to do everything we can to support them."
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