Paul Clemetson, director of the Ministry of Transport and Work's Road Safety Unit (left), talks with Deputy Superintendent of Police Byron Powell of the Traffic Division, following yesterday's launch of the Child Pedestrian Public Education campaign at the Ministry's Pawsey Road office, New Kingston. - Rudolph Brown/Staff Photographer A PUBLIC EDUCATION campaign, set to cost between $2 million and $3 million and aimed at reducing the growing number of children killed on the streets, will begin with its first commercials on radio and television today and run through to September.
Newspaper advertisements will begin this weekend.
According to Transport and Works Minister, Robert Pickersgill, and head of the Ministry's Road Safety Unit, Paul Clemetson, an average of three children are killed on the streets per month.
"The expectation is for a 15 per cent reduction in child pedestrian fatalities by year end," the Ministry said.
Officials cited the negligence of guardians, speed and poor road usage by increasing numbers of motorists for the deaths of scores of youngsters over the past seven years. Statistics showed that 23 youngsters between the ages of four and 14 have already lost their lives since the start of 2002.
The most vulnerable age group is five to nine which has recorded the highest number of deaths. Ten in that age group have been killed so far this year, compared to six in the 10 to 14 age group and seven in the under four years old group. Last year, 16 children between five and nine were killed.
Children below the age of 14 accounted for 30 per cent of all pedestrian fatalities over the past seven years.
The three commercials entitled, "A safe way to cross", "Save the children" and "Look out for the children" will outline the parent's or guardian's role in teaching their children: 1) the six-step method of crossing the street; 2) highlight the child-like behaviour of children which must be anticipated by motorists as well as appeals to motorists by the children on the consequences of indisciplined driving.
Mr. Clemetson said he hoped for private sector contributions to help offset the cost of the commercials which were shown to journalists and road safety officials at a press briefing at the Ministry's Pawsey Road headquarters in New Kingston.
He said the ministry had received commitments from media houses, which have reportedly promised to underwrite 50 to 60 per cent of the costs, and insurance companies to help fund the programme.
The campaign is being done in conjunction with the Education Ministry, which also collaborated with roads safety officials on the Road Safety Guidebook project, which saw the printing of 276,000 guidebooks for children between five and nine. Mr. Clemetson said that a baseline study was being carried out in 11 pilot schools, but that the results would not be ready until the project concludes around September.
