Capturing road safety in the early years

The AA and The Children’s Traffic Club partnership aims to make every journey a safe journey

The first element of a ground breaking whole life road safety strategy being developed by the AA has been launched.

The AA has launched a partnership with The Children’s Traffic Club to offer members discounted access to the club’s innovative road safety material for young children.

The move comes as part of an effort to address the stark fact that 2,272 children were killed or seriously injured on Great Britain’s roads in 2012*.

Official figures show the number of pre-school children killed or seriously injured as pedestrians is increasing**.

The latest round of statistics show that 328 under-5’s were killed or seriously injured in 2011, 229 (70%) of these children were pedestrians. This is a 6% increase since 2008.

The AA and The Children’s Traffic Club believe early years education is the key to turning the tide on these statistics. Crucially this scheme also engages parents and helps teach them how to teach their children to stay safe on roads.

Road safety education needs to start at a very young age to have the most impact. The materials provided through the scheme help parents and carers engage very young children in road safety in a fun and imaginative way.

Edmund King, AA President

The AA plans to build on this partnership to provide road safety solutions at every stage of someone’s life.

Edmund King, AA President, said: “The Children’s Traffic Club is a great initiative. My three children all used it and we want to help other parents educate their children in the vital life skill of road safety. 
“Our aim is to eliminate death from the roads by working with people of all ages to ensure they have the skills to stay safe on the road.”

The Children’s Traffic Club helps make learning how to stay safe on our roads ‘fun’ and ‘interactive’ for children, as well as providing essential lifesaving advice and information for parents and carers.

All members receive a set of 3 interactive packs through the post with stories, games, songs, activities and stickers providing all the necessary tools to build this essential life skill.

Bharti Bhikha, Managing Director at dbda, said: “We are delighted that the AA has put their trust in The Children’s Traffic Club. The AA is a brand trusted by millions of people to deliver quality services and products, so the fact that the AA consider the Children’s Traffic Club to meet with their aspirations for safer road use makes a perfect road safety marriage.
“Concentrating on pre-school children really does ensure that this vulnerable group knows the road from a young age and will carry on through a progressive, lifelong road safety learning experience with the AA; whilst at the same time impacting on the casualty numbers in the years ahead.”

 5 August 2013