A new Government campaign has been launched that uses cartoon characters to teach children about road safety.
The £1.5 million project will feature a television advert, The Boy Who Did Not Stop, Look and Listen, to target children aged 6-11 years old.
The advert is part of the THINK! campaign and will be accompanied by a website designed for children, teachers and parents.
Road Safety Minister Jim Fitzpatrick said: "Previous Government campaigns have been very effective in teaching children about road safety. But because today's 6-11-year-olds are exposed to new media, like computer games and the internet, their attitudes to communications have become more sophisticated. This means they need the real world dangers of not using roads safely spelled out in a new, more realistic way."
A total of 9,000 children were killed or hurt on British roads last year.
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