|
Our Childlife campaign was launched in
2001 to reduce child road casualties. The campaign's target was a
20% reduction in all child casualties by 2003 in the urban areas of
Ashford, Dover and Gravesend.
The campaign's main objectives were:
- to encourage drivers to reduce speeds in urban areas
- to promote the use of rear seat belts - particularly for
children
To find out more about the road safety campaigns, visit the
website Kent Road Safety (link opens in a new
window).
How successful was the campaign?
Very successful. Results showed a dramatic reduction in child
casualties in each of the three towns. There was an overall child
casualty reduction of 43%, well above the initial
20% target.
Becasue of the campaign's success, Kent County Council was
awarded £2.2million to reduce road casualties even further. This
funding, and the lessons learned from the campaign, are being used
in our current campaign -
Help Save 478 Lives.
Who was the campaign aimed at?
The main target of the campaign was drivers; they were to be
asked to take responsibility for ensuring the safety of young road
users.
Children were also encouraged to stop,
look, listen,
think, and a series of 'Bee' characters was
devised: 'Don't Bee Squashed' and 'Bee Cool'.
Children were asked to create messages to drivers, asking them
to slow down. These were used as street posters, signs at the main
entry points to the towns and bus back advertising.
Kent Police, the Health Authority, plus the Kent and Medway
Safety Camera Partnership also supported the campaign. There was
targeted enforcement of speed and seat belt laws; the 'Children's
Traffic Club' was promoted to parents; and there were visits to
schools to explain safety camera
technology. |