DfT produces leaflet for parents of teenagers

Traffic is the biggest single killer of 12 to 16 year olds - and yet teenagers and their parents do not realise how at risk they are from pedestrian road accidents.

"Young people aged between 11 and 16 are more at risk of being killed or seriously injured as a pedestrian or cyclist than any other age group," says the DfT’s Lisa Gossage. "Distractions are a big danger – including friends, mobile phones and mobile stereos."

A DfT campaign to highlight this problem has separate strands for teenagers and their parents.

The main strategy involves communicating direct with teenagers through cinema, TV and radio advertising, outdoor posters and PR activity.

But, it is important that parents also understand the dangers their children face. To address this, a leaflet (see pic above) has been produced for parents highlighting these risks and how to try and combat them. The graphics have been designed to also appeal to teenagers as it is expected that parents will pick the leaflet up but leave it around for the teens to look at themselves.

The leaflet – which is free of charge and available now (Code No T/INF/807) – can be obtained from Two Ten.

Tel: 0870 1226 236
Fax: 0870 1226 237.
Email: dft@twoten.press.net