On average, 37 children up to the age of 16 were killed or seriously injured every week on our roads in 2007. THINK! campaigns aim to contribute to the Government's objective of halving the number of road deaths and serious injuries for children by 2010.
By 2007 this figure had fallen by 55% and we are working to cut this number still further.
As children mirror their parents' behaviour, parents' help and involvement is essential to achieving this objective. Research we conducted in early 2007 found that all the parents surveyed admitted to taking "calculated risks" from time to time in front of their children.
The 'CopyCat' campaign was developed as a result of this research to help parents to become more involved in road safety training and to make them aware of how they can set their children a good example when it comes to using our roads safely.
Information and advice for parents
THINK! Education is the Department for Transport's suite of road safety resources for teachers, parents and pupils aged 3-16.
The parents' area on the primary site, aimed at 3-11s, will include information on the following topics:
- Why road safety matters
- The Green Cross Code
- Be Bright, Be Seen
- Car seats, boosters and seat belts
- Cycle safety
- Making independent journeys
- What else is online?
The parents' area of the primary site will also contain home-link sheets - activities designed for you to complete with your child after they have covered a particular THINK! Education road safety topic at school.
Other information and advice
Further information, advice and tips on pedestrian, cycling and in car road safety measures can be found by following these links:
Tales of the Road campaign
A new THINK! Child Road Safety campaign unveiled by Road Safety Minister Jim Fitzpatrick clearly spells out the dangers of not crossing the road safely and highlights the need to 'stop, look and listen' every time.
Tales of the Road uses animated characters to tell a series of cautionary tales each focusing on a different aspect of road safety. The first advert, 'The Boy Who Didn't Stop, Look and Listen', launched in November 2008 followed by a second advert, 'The Girl Who Didn't Dress Bright in the Dark' which aired on both digital and terrestrial children's channels from 29 December 2008. The third advert, 'The Boy Who Did Not Find a Safe place' aired in April 2009.
The adverts aim to demonstrate to children the importance of taking care when crossing or playing near roads to highlight the reasons for using good road safety behaviour.
Tales of the Road online games
The television adverts can be found on the new Tales of the Road website, which has road safety information for children and interactive games.