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Kids say 'slow down'

Companies are being urged to get involved in Road Safety Week 2010 (22-28 November) and help save children's lives.

Brake, the charity behind the Week, has produced a campaign pack for companies focused around this year's theme of 'Kids Say Slow Down'. The pack contains a free Road Safety Week 2010 Company Campaign Manual, which gives practical advice on dealing with the risks of speeding among at-work drivers, and ideas for promoting a slow down theme within the workplace and surrounding community during Road Safety Week. The pack also includes a free poster warning against speed and featuring Tyrese, a seven year old boy killed by a speeding driver.

Every day in Britain at least eight children and young people are killed or seriously injured while on foot and bicycles (five young people aged 12-19 and three children aged 0-11)[1].

Organised by Brake, the road safety charity, with the support of the Department for Transport, insurance company QBE, and courier company FedEx, Road Safety Week is all about encouraging awareness-raising events to stop deaths on roads through partnership work. It's also a great opportunity for companies to run fun fundraising events in aid of Brake's work supporting road crash victims and campaigning for road safety.

Many companies will be promoting road safety throughout the year, while some may just be starting out on this journey; either way, Road Safety Week is a great opportunity to drive the road safety message home by linking to this high-profile national event.

To order a free Road Safety Week pack for companies, and for more tips and advice on getting involved, go to www.roadsafetyweek.org and click the 'companies' button.

Matthew Crane, Managing Director Motor, QBE European Operations, says: "Road Safety Week continues to be a key point in time for road safety. The initiative allows all road users the opportunity to take part and raise awareness of the unnecessary casualty rate amongst children when using the roads. At QBE, we are working hard to encourage all of our fleet clients to think about their strategy when managing at-work driving. This excellent initiative is another method to support our continued efforts, especially when managing the use of appropriate speeds when driving."

Mary Williams OBE, chief executive of Brake says: "Speed is the number one killer on our roads. Road Safety Week gives companies a fantastic opportunity to help raise awareness of this vital issue with staff, business contacts and the wider community. Sadly, about half of drivers still speed in towns and villages, and that includes at-work drivers. By getting involved in Road Safety Week you and the people you work with can help these drivers slow down and save lives!"