A new cross-border road safety campaign stresses that children need to take control of their own road safety and not rely on adults.
The campaign, developed in the Republic of Ireland by the National Safety Council and in Northern Ireland by the Department of the Environment, is a television advertisement aimed at capturing the interest of the young.
It has updated the well-known message 'Stop. Look. Listen. Live.' for a new generation of children who are much more media and brand conscious than their parents were.
According to Brian Farrell of the National Safety Council, the campaign stresses the need for young people to think for themselves and influence their peers, rather than the traditional approach of adults telling children what to do.
