Children should Be Bright Be Seen this winter

Parents should make sure their children will ‘Be Bright, Be Seen’ this winter is the message in a new road safety campaign.

Last year, 712 children aged between six and eleven years were killed or seriously injured whilst walking and 155 children in the same age group were killed or seriously injured whilst cycling.

The new campaign is aiming to stop children from being hurt in the darker winter months while visibility is reduced.

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% 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 new THINK! Campaign will be running ‘Girl Who Didn’t Dress Bright in the Dark’ and ‘The Boy Who Didn’t Find a Safe Place To Cross’ advertisement on Television from Monday 26 October.

As part of the campaign, THINK! offers the following tips for parents to help keep children safe and visible on the roads:

Be Bright, Be Seen – Road Safety Advice:

Brightly coloured or fluorescent clothing show up well in daylight and at dusk

If you’re out by the roads when it’s dark, wear reflective gear to make sure you can be seen in car headlights. Reflective vests, sashes or wrist bands work well. Remember, fluorescent clothing doesn’t work after dark.

Clip on reflectors, arm bands and stickers on your outfit or school bag will improve your visibility.

It is the law to have clean and working lights on your bike – red at the back and white at the front – you must also fit your bike with red rear reflectors.   Fitting spoke reflectors will also help you to be seen in the dark.

‘Being Bright’ isn’t the only way to be safer. If you’re out at night, choose routes and crossing places that are well lit and remember to always use the Green Cross Code – Find the safest place to cross, Stop, Look and Listen.