Four of England's biggest football clubs have joined a THINK! road safety campaign for children.
Leeds United, Sunderland, Blackburn Rovers and West Bromwich Albion will take part in theTHINK! initiative to help children cross the road safely.
Cautious motorists might take every possible precaution to avoid highercar insurance costs, but there is very little they can do if a child walks out in front of them. It is hoped that the new campaign will help limit the chances of this happening, giving drivers one less thing to worry about and limiting the chances of a child getting hurt.
The clubs will use after-school groups, as well as activities in schools and on matchdays to deliver the message to youngsters.
THINK! is targeting children aged six to 11 for the scheme, which aims to show youngsters how to find the safest place to cross a road - results have shown that this is a key factor in keeping children safe on the roads.
The clubs taking part in the pilot project are all based in regions where there are higher than average casualty numbers for children aged six to 11. This work will be supported by local road safety officers and council road safety programmes.
Road Safety Minister Mike Penning said he was delighted at the clubs' participation.
"Britain's roads are among the safest in the world but last year more than 1,600 children were killed or seriously injured - that's 31 children every week," he said.
"We need to think of new ways to reach children and make sure that they are given the skills they need to keep themselves safe on the roads as they grow up and gain independence."
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