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Regional campaign urges drivers to 'play it safe'

A new regional radio campaign covering the area from Northumberland down to the Tees Valley was launched on 25 July. The campaign is the first joint initiative involving all 12 LARSOA authorities in the region.

The campaign aims to prevent youngsters ending up as accident statistics during the school holidays. Schools and parents have already been asked to bring home the message to children, and the radio campaign running through the summer holiday is targeting drivers.

Alan Kennedy, Durham County Council's road safety manager and chairman of LARSOA northeast, said: "The campaign focuses on the 'What If?' scenario - it invites drivers to think 'what if that child runs out? We want to encourage drivers to be more responsible where there are vulnerable pedestrians, and hopefully they will be able to anticipate situations better and avoid becoming involved in accidents.

"We're particularly keen to highlight the dangers of children playing on, or near to, roads, and to raise awareness among drivers that children can be impulsive and rarely ask what if?"

To hear the commercial click here.

For further information contact Alan Kennedy on 0191 383 3767, akennedy@durham.gov.uk