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Be Bright, Be Seen Child Safety Campaign Launched
Mon, 26 Oct 2009

A new road safety campaign has been launched to help parents keep their children safe and visible on the roads this winter.

The ‘Be Bright, Be Seen’ campaign by road safety group THINK! comes in response to figures that show 712 children aged six to eleven were killed or seriously injured while walking in the UK last year, while a further 155 were killed or seriously injured while cycling .

As part of the campaign, parents are being urged to ensure their child wears brightly coloured or fluorescent clothing in daylight and at dusk, and reflective gear (if out after dark) so they can be seen in car headlights.

In addition, a series of adverts have been launched online, on TV and in cinemas to make children aware of the dangers of crossing the road.

Both the "Girl who didn’t dress bright in the dark" and the "Boy who didn’t find a safe place to cross" advertisements are designed to show the different stages of the Green Cross Code, which include finding a safe place to cross; stop, look and listen; be visible to cars ; and cycle safety .

Commenting on the launch of the new campaign, road safety minister Paul Clark said: "Britain’s roads are among the safest in the world and we have reduced the number of children killed while walking or cycling by 54 per cent since the mid-1990s."

"However, more than 850 child pedestrians and cyclists were killed or seriously injured on our roads last year and we are determined to do more to keep children as safe as possible."

"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 move comes after clocks were put back an hour over the weekend, meaning that children across the country are having to make their way home in the dark.

As a result, drivers are being advised to switch their lights on before it's fully dark, and to take particular care on the roads between 4pm and 6pm.
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