Printer friendly page
London campaign targets teen road deaths
Death and injury among teenage boys is being tackled in a new hard-hitting television campaign from Transport for London (TfL).
The advertisement is based on a trailer for the blockbuster action movie The Betrayal, which stars fictional British action hero Scott Smith. The 12-year-old boy, who would have grown up to be the movie's star, is killed in a road accident before he makes it past his teens.
Boys aged between 11 and 14 years are the group most at risk of being hit by a vehicle when crossing a road in London. The campaign, Don't die before you've lived, is aimed at reducing the number of boys killed or seriously injured on London's roads.
"Teenage boys are most at risk on our roads and distractions such as mobile phones, texting and personal stereos increase the dangers," said Chris Lines, head of TfL's London Road Safety Unit. "Two teenagers are killed or injured in pedestrian accidents every day in the capital - many of these could be avoided if victims were aware of the dangers on the roads."
The advertisement will be broadcast on ITV, Channel 4 and Channel 5 for a month, and will then be shown on cinema screens across the capital during the summer months.
For further information visit:
