A CAMPAIGN to reduce the number of children killed on North-East roads during the dark nights is under way.

Youngsters are being urged to “Be Bright, Be Seen” this winter as part of the Think road safety initiative ahead of the clocks going back an hour tomorrow morning.

Last year, 28 children aged six to 11 died or were seriously injured while walking in the region.

Twelve children in the same age group died or were seriously injured while cycling.

Last year, nine children aged six to 11 died or were seriously injured while walking in North Yorkshire. One child of the same age died or was seriously injured while cycling.

Road Safety Minister Paul Clark said: “Britain’s roads are among the safest in the world, and we have reduced the number of children killed while walking or cycling by 54 per cent since the mid- Nineties.

“However, 40 child pedestrians or cyclists were killed or seriously injured on roads in the North-East last year, and we are determined to do more to keep children as safe as possible.

“Our television adverts remind children that they should wear reflective clothing if they are going out after dark. At the same time, drivers also need to take extra care and look out for children.”

The Department for Transport’s Think road safety campaign is running adverts in cinemas and on television and online from Monday.

They use lifelike characters to show the consequences of road safety behaviour.

The campaign is aimed at children aged six to 11 and was devised following extensive research with parents and children which showed that children today require a more forthright approach to road safety messages.

Regional road safety forum chairman Andrew Johnson, the head of transport at the Government Office for the North-East, said: “I strongly urge parents and children to heed the message of this campaign and to take advantage of the various, often free, products available that will increase the visibility of children cycling and walking. I would also encourage drivers to be particularly vigilant.”