Parents and carers are being targeted by a new summer campaign organised by LARSOA North East, which focuses on the dangers of children not belting up in the back.
A new website will be launched on 23 July, supported by radio adverts and posters. The campaign will run on radio stations across the region and 1,000 posters will be distributed to GP surgeries, leisure centres, libraries and other public buildings.
One advert uses the children’s rhyme ‘The Wheels on the Bus’ to hammer home the message while the second reminds people of the new law regarding the use of appropriate car seats for older children.
Paul Watson, LARSOA North East chair, says: “We still see too many children in the back seat of cars either kneeling up to look through the back window or leaning forward between the front two seats.
“The weight of a small child increases tenfold in a crash – equivalent to a baby elephant in the back seat. This can mean potentially fatal injuries for the child in the back not wearing a seatbelt or restraint, and also the driver and front seat passenger.”