New Think! campaign targets parents for first time

Parents are being reminded: kids do as you do, not as you say, as part of a new THINK! road safety campaign aimed at driving down child road casualties, launched today by Road Safety Minister Jim Fitzpatrick.

The new campaign, called "CopyCat", is the first THINK! campaign designed to speak specifically to parents. The campaign reminds parents that kids copy their behaviour and educates them about the dangers that children face on the roads.

Jim Fitzpatrick said: "Last year around 11,500 children aged 4-11 years were killed or injured on Britain's roads. Child casualties have dropped markedly in recent years, but still too many children are being killed or hurt on our roads.

"We can all fall into bad habits, but it's important parents realise it's no good teaching kids good road safety techniques if you don't follow them. If parents are crossing the road when the red man is showing, or not using seatbelts, then their children will copy them."

As part of the campaign, child psychologist Ruth Coppard will be on hand at a special training day to explain to parents how their behaviour influences that of their children. The training day will help parents understand the dangers that their children face on the roads and parents will also be invited to see the road from a child's point of view by using a 'giant' version of a zebra crossing, surrounded by over-sized cars and amplified street noise.

Ruth Coppard said: "Children learn a lot through imitation so it is critical that what parents do reinforces what they are saying. We have all heard small children who swear because they have heard their parents swear; in the same way, teenagers love to say to us 'but you do it like that!'

"Consistency is key when teaching children any new skill or lesson, especially something as important as road safety."