Prize for 'Good Egg'
The Scottish Good Egg Guide to In-Car Child Safety campaign has been awarded a Prince Michael International Road Safety Award.
The campaign - developed by Dynamic Advertising on behalf of Road Safety Scotland, ACPOS, Scottish police forces and local road safety units - was the biggest multi-agency public/private sector partnership campaign when it was launched in Scotland five years ago.
The campaign raises awareness among parents and carers of the importance of using correctly fitted child car restraints.
Michael McDonnell, Director of Road Safety Scotland says: "This campaign has been one of the most successful and longest running road safety initiatives in Scotland. Changing the perception of parents and carers that all car seats are safe regardless of the car you drive and how you fit them is not easy and takes time.
"During the five years of the campaign there has been a significant reduction in child in-car injuries and deaths. This shows that, with patience and hard work, we can save lives. It has also been the perfect example of how the public and private sector can work together to promote good road safety practices."
Congratulating the winners, award scheme director, Adrian Walsh added: "This simple but effective campaign drives home such an important message in a simple but effective way - it was an outstanding nomination which richly deserved the award."
For more information contact Jan Deans on 07980 851 360, or Elaine Fee on 07841 383 165.
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