Hedgehogs are back for half term

The popular Think! Hedgehogs make a welcome return to TV screens in February, in a campaign that will run 7-29 of the month inclusive to cover staggered half terms across the UK. Conspicuity is the issue – in 2002 some 31 child pedestrians were killed and 1070 injured during the darker months.

"Children are obviously more vulnerable when out and about in darker months – they are harder for drivers to spot," says publicity manager Stephen Bethel. "February sees the half term break for children across the country when many of them will be out playing in the daytime."

The campaign – which will run on terrestrial and satellite channels - highlights the fact that children should wear fluorescent clothes when out on the roads in the day and reflective clothes when out at night.
There are two ads running in tandem. "The first, ‘Knowing the Road’, is a 40" ad that reminds kids that familiar roads can still be dangerous and unpredictable," Stephen Bethel adds. "Clamp is a 20" ad that encourages children to wear fluorescent or reflective clothing on darker mornings and evenings."

RSOs can obtain posters free of charge to back up the TV campaign from the DfT literature centre .