A new campaign aimed at teenage pedestrians is currently playing at cinemas across London and on video-on-demand platforms.
Produced by Transport for London (TfL), the campaign uses Aesop’s ‘Hare and Tortoise’ fable to urge youngsters to pay attention when crossing the road.
The film shows two groups of friends – one wearing hare masks and the other tortoise masks – setting off to a party. While the tortoises make their way carefully, the hares rush to their destination which leads to a tragic outcome for one of the group.
The film finishes with the slogan: “Think slow when crossing.”
In 2013 there were 75 pedestrians aged 11-14yrs killed or seriously injured on London’s roads. Although this was down from 88 the previous year, TfL says the issue “requires constant attention and remains a top priority”.