Motorists are being urged to slow down and look out when driving in communities after a survey carried out by Bridgestone tyres revealed that a third of primary school parents (35%) have witnessed near misses outside the school gates.
Bridgestone is also keen to drive home its motoring safety message after only 43 per cent of parents quizzed admitted that they checked the tyre tread depth on their cars, which means they could be facing unnecessary risks such as increased stopping distances and poor grip in wet conditions.
The world’s largest tyre manufacturer teamed up with road safety charity Brake to commission a detailed survey with YouGov, which also revealed that:
* More than half (55%) of parents admitted that they worried about their child’s safety near roads on the school run
* Two thirds (67%) see 4-11 year olds crossing the road without holding the hand of their parent
* 17% of school run drivers admit to parking illegally, not in designated areas
* One quarter (26%) state they are more likely to drive their children to school in Autumn/Winter
* Over three quarters (86%) of these are more likely to drive their child to school in bad weather
Bridgestone and Brake are asking drivers to take care when driving near schools, cutting their speed down to 20mph or lower to give children a chance and reduce the near misses.
And as the clocks are set to change and daylight dwindles, Bridgestone is pledging its support to making roads safer by donating 5,000 high visibility safety jackets to schools across the UK to make children easier to spot when travelling to school.
The initiative coincides with Bridgestone’s new advertising campaign that puts the focus resolutely back on the issue of safety.
Under the claim, ‘There is only one part of your car’s safety systems that actually touches the road,’ the high profile ads are part of an overarching multi-channel effort aimed at reinforcing Bridgestone’s brand values and its dedication to driver and passenger safety.
John McNaught, managing director of Bridgestone tyres, said: “With the days becoming shorter and weather conditions expected to become more challenging for drivers, now is ideal time to launch an awareness campaign.
“We commissioned research from YouGov, questioning 1,000 primary school parents, in an attempt to reinforce our safety messages.
“The findings certainly backed up our initial fears about road safety on the school run and we are glad to be partnering with Brake to raise awareness.”
Sarah-Jane Martin, spokesperson from Brake, added: “These are shocking figures, showing just how risky the journey to school can be for kids and parents. We’re asking all drivers to slow down and take care, especially around homes, schools and shops. We need to make sure our kids and people of all ages – not just the lucky few – can walk and cycle without being endangered.”
Denna Bowman, Head Office