The first phase of a new "ground-breaking whole-life road safety strategy" developed by the AA, has launched in partnership with dbda's The Children’s Traffic Club.
The AA's new initiative aims to make every journey safe and provide pre-school children with access to quality road safety education.
With the number of pre-school children killed or seriously injured as pedestrians on the increase, this latest move from the AA and dbda comes as part of an effort to address the fact that 2,272 children were killed or seriously injured on UK roads in 2012.
The AA and The Children’s Traffic Club believe that early years’ education is the key to turning the tide on these statistics. The scheme also engages parents and shows them how to teach their children to stay safe on roads. The AA plans to build on this partnership to provide road safety solutions at every stage of someone’s life.
Edmund King, AA president, said: ‘The Children’s Traffic Club is a great initiative. My three children have all used it and we want to help other parents educate their children in the vital life skill of road safety.
"Road safety education needs to start at a very young age to have the most impact. The materials provided through the scheme help parents and carers engage very young children in road safety in a fun and imaginative way.
"Our aim is to eliminate death from the roads by working with people of all ages to ensure they have the skills to stay safe on the road.’
Bharti Bhikha, managing director at dbda, said: ‘We are delighted that the AA has put their trust in The Children’s Traffic Club. The AA is a brand trusted by millions of people to deliver quality services and products, so the fact that they have partnered with The Children’s Traffic Club to meet their aspirations for safer road use makes a perfect road safety marriage.
"Concentrating initially on pre-school children really does ensure that this vulnerable group knows the road from a young age and we look forward to working with the AA to develop a progressive, lifelong road safety learning experience while at the same time impacting on the casualty numbers in the years ahead."
For more information contact Bill Smith at dbda on 0141 563 8642.