What can we do to improve road safety for children and adolescents?
1.2 million die in road accidents each year.
A child is killed in an accident every three minutes.
Road safety is increasingly becoming a major killer and a worldwide concern,
particularly for young people.
What can we do to address the issue?
The media has been a largely overlooked factor in creating road safety awareness.
coupled with television messages on prime-time slots and peer education programmes would provide an accessible and engaging means of promoting awareness,
particularly among young people.
They would convey the message that safe driving is ȁCcoolȁD driving,
and constantly reinforce that drunken driving,
using a cell phone on the road and driving without a seatbelt (or helmet)
are not only dangerous,
but ȁCseriously unfashionable.ȁD Celebrities could also actively encourage walking or cycling whenever and wherever possible.