The toughest safety campaign ever

The Government has launched its hardest-hitting campaign to urge children to 'stop, look and listen' before crossing the road.

The 1.5 million campaign will use animated characters to tell a series of cautionary tales focusing on different aspects of road safety.

Television adverts will be accompanied by a website with interactive games for children and educational material for teachers and parents.

Road Safety Minister Jim Fitzpatrick said: 'More than 9000 children were killed or hurt on British roads last year. This underlines why we must continue to teach our children how to safely use the road.

'Today's 6-11-year-olds are exposed to new media such as computer games and the internet. Their attitudes to communications have become more sophisticated. This means they need the realworld dangers of not using roads safely spelled out in a new, more realistic way.'