Media response to Road Safety GB’s Good Egg in-car child safety campaign has been overwhelmingly positive.
The campaign, which launched on 6 September, has been the subject of 56 articles across regional media, radio stations and online publications.
Jan Deans of Dynamic Advertising, the company managing the campaign on behalf of Road Safety GB, said: “We’re delighted with the response to the campaign. All but three of the media articles have been 100% positive and supportive of the campaign.”
The campaign has been endorsed by a number of road safety experts including professor Danny Dorling, professor of human geography in the University of Sheffield. Professor Dorling is delivering the 21st PACTS Westminster lecture, ‘Roads, casualties and public health: the open sewers of the 21st century?’, in November 2010.
Professor Dorling said: "I’d very much like to support the Good Egg campaign.
"Road traffic accidents remain the greatest threat to life and limb of children and young adults in Britain.
"Ensuring children are safer in cars is vital. Making spaces outside of cars safer too needs new thinking."
Road Safety GB is evaluating how many child seats are fitted correctly at a series of car seat clinics across the UK. In previous tests just 14% of seats were fitted correctly.
Alan Kennedy, chair of Road Safety GB, said: "Most parents and carers are determined to make sure their little ones are safely fitted into a car seat, but there are a worrying number of adults who seem oblivious to the risks a baby or infant faces if the child seat they are in is not fitted correctly.
“The media turn out at the launch was great – the support of the media and our stakeholders is vital in helping to get the message out.”
As part of the campaign, parents and carers are invited to complete an online survey to win one of 10 FREE child seats provided by Britax and Maxi Cosi.
Parents and carers can find out where their nearest clinic is by logging onto:www.protectchildgb.org.uk
Click here to read the campaign newsletter.
Click here to listen to the radio ad.
Click here to watch or download the TV ad (Quicktime movie).