‘Eyes Up, Slow Down, Cross Safely’

THINK! has launched a new campaign to help parents across the country prepare their children for independent travel when they move to secondary school. 

Road casualty data shows that the number of child pedestrian casualties doubles between the ages of 9 and 11 years, with incidents more likely to happen during drop-off and pick up times.

Safe Adventures speaks to parents with children about to make the leap to secondary school, focusing in on the top three risky behaviours (based on the top contributory factors assigned to child pedestrian casualties): 

• Pedestrian failure to look / distraction (friends and mobiles)
• Pedestrian careless, reckless or in a hurry
• Safe place to cross (including parked cars and behind buses)

The campaign encourages parents to:

• Practice the journey to school with their children,
• Role model best practice behaviour (e.g. put their phone away)
• Have a conversation on road safety as part of their preparation for changing schools

It uses the slogan ‘Eyes Up, Slow Down, Cross Safely’.

• ‘Eyes Up’ prompts children to put their phone away and look out for their friends and not distract them. Children should stay focused near traffic, look right, left and right again before crossing the road and continue looking and listening while they cross. 
• ‘Slow Down’ advises children to take care and don’t run across the road when traffic is coming even if they think there is time. It can be difficult to judge the speed of traffic. If traffic is coming let it pass.  
• ‘Cross Safely’ reminds children to always find a safe place to cross, use a pedestrian crossing if there is one and choose a place where they can see clearly in all directions. Crossing between parked vehicles is hazardous and should be avoided where possible. But when they need to, use the outside edge of the vehicles (as if they were the kerb), stop there and check for traffic looking right, left and right again before entering the road. Check the vehicles are not about to move off, look for drivers in the cars, lights and listen for engines running. When getting off the bus, wait for the bus to leave so they have a clear view and can be seen by other road users.  

The first phase of the campaign launched to coincide with the Easter holiday and is supported by singer, dancer and Mum, Kimberly Wyatt – with social posts and broadcast interviews. 

Kimberly speaks positively of her experience, role modelling best practice, and having a conversation with her daughter as they prepare for her next step to secondary school.

Click here to download the campaign toolkit.

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