Tufty sale sparks debate about use of animals to promote road safety

The sale of Tufty puppets at Christie's Auction House in London recently has sparked an interesting debate about the use of animal fantasy characters in road safety advertising.

The puppets fetched £250, somewhat lower than had been predicted. However, Dorset’s head of road safety Robert Smith was upbeat. "This is £250 more than I thought they would fetch," he said. "Although the estimate was higher we're thrilled with the result. The money is being put towards development of our practical parent-driver refresher courses.

"We will be focusing on helping parents of the under fives - who drive everywhere with their toddlers - to improve their knowledge and hazard spotting skills."

Carlton TV turned up interview Robert and raised some interesting questions. "I explained that Tufty went out of favour many years ago, as animal fantasy characters such as squirrels, badgers and rabbits are hardly good role models for child pedestrian safety," Robert says. "The fact that they appeared indestructible hardly sent out the right message.

"Carlton picked up on this and asked why the latest THINK! child pedestrian publicity material features - of all things - hedgehogs!" Robert added. "I had to admit to being bemused by the choice of hedgehogs as down here in Dorset - and elsewhere, no doubt - they are generally only seen having lost the race across the road!"

In response, Tony Allsworth, who heads up the THINK! publicity team
commented: "Children (of all ages) know what the hogs are about. They fully recognise what can happen if you do not take care crossing roads. The TV hedgehogs remind them how to cross the road safely - they know the grim reality of what happens to hedgehogs who don't!

"The hogs also provide an icon for a range of support activity and materials for getting across the message in schools. And they help to create an environment where road safety awareness can be encouraged."

Robert Smith can be contacted by email at: r.smith@dorsetcc.gov.uk