Transport for LondonTeens
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Many of these accidents could have been avoided if the victim had been more aware of the risks of London's roads. That's why we're working to get young people to take extra care and pay more attention when using roads. Read about our marketing campaigns.
Boys aged 11-14 most at risk
In London, boys aged between 11 and 14 are most at risk of being hit by a vehicle when crossing roads. Children from low income and ethnic minority backgrounds are also particularly vulnerable.
About a quarter of all teenage pedestrian casualties occur on the way to or from school. Young road users can be distracted by:
- Peer group pressure
- Mobile phones
- Personal stereos
- Ball games
- Rollerblading
- Skateboarding
Marketing campaigns
Look out for your mates
A STARK new road safety campaign from Transport for London (TfL) urges teenagers 'Think! Look out for your mates'.
The campaign's theme, 'Don't let your friendship die on the road' is based on the insight that friendship is one of the most important things in young people's lives.
As young teenagers are more likely to be involved in a road collision than any other age group, posters will be placed close to schools and busy areas across London.
They show young actors who appear to be lying against a wall, however, a second glance reveals them to be lying on the road as a result of a collision.
The message is a clear call to action: 'Think! Look out for your mates'.
In addition to posters, a radio advert dramatises the effect of young loss as a teenager reads a eulogy at their best friend's funeral, while a series of online banners will appear on popular websites including Bebo and MSN messenger.
Shattered Dreams
Watch the 'Shattered Dreams' advert
(opens in a new window)
The latest in our 'Don't die before you've lived' teen road safety adverts has a twist. In previous adverts the impact has been saved until the final scene but, in 'shattered dreams', we open with an attention grabbing, life shattering scene.
The core principle of 'Don't die before you've lived' is carried through the advert and ultimately realised in the missed opportunity or shattered dreams of the victim.
Don't die before you've lived follows successful young people on their way to stardom. However their lives are cut short by road accidents before they even get the opportunity to experience fame.
