DfT investigating how to reach children more effectively
Responding to media claims that children's road safety advertising will no longer appear on TV, the DfT says it is looking into ways that road safety messages can be enhanced within the National Curriculum.
Children’s TV adverts have been shown since the 60s, with characters such as Tufty the squirrel and the Green Cross Code Man. But a BBC News report last week said that TV advertising is to be cut as a consequence of the coalition Government's spending review, under which the DfT has to cut its spending by £683m.
Responding, David Murphy, head of campaigns, said the DfT is investigating how it can "reach children and teenagers in schools more effectively".
David Murphy said: ""Budgets remain as announced following the 2010 Efficiency Review process.
"The priority areas for high profile campaigns in the current fiscal year have been drink driving and motorcycling.
"On child road safety, there are no current plans to run the Tales of the Road campaign on TV or in cinemas. Instead, we are currently reviewing all our child/teen assets and liaising with RSOs and other partners to explore how our road safety messages can be enhanced within the national curriculum and reach children and teenagers in schools more effectively."
Figures released to the Mail on Sunday under a Freedom on Information request show that the road safety publicity budget has reduced from £19m in 2008/09 to £3.9m in 2011/12.
The THINK! campaign has a budget of £3.6m, of which £78,000 is allocated to educating children about road safety in the current fiscal year.
Kevin Clinton, RoSPA's head of road safety, said: "While road safety must face its share of cuts in public spending, road accidents are an enormous financial burden that the country can ill-afford.
"Investing in preventing road casualties, through measures such as television campaigns, makes a significant economic contribution and helps to save lives and prevent injuries."
Click here to read the full BBC News report.