POLICE chiefs have launched a campaign to reduce child deaths and injuries on the roads during the summer holidays.

Focusing on the correct use of child seats and improving cycle safety, the initiative was launched yesterday at the Arnison Centre, in Durham.

Dave Nixon, Durham Constabulary's casualty reduction officer, said: "The onset of the school holidays is likely to mean more trips in cars for lots of youngsters and all of them should be carried in the appropriate seat, correctly fitted, to ensure their safety.

"Previous checks have shown about 80 per cent of child car seats were dangerous, improperly fitted or inappropriate for the vehicle.

"If we bought a television set and had to carry it home in the car we'd pack it carefully, wrap it with something to protect it and tie in with a seat belt.

"However, in many cases our most precious possessions, children, are left to God and good neighbours."

Of the 335 children under the age of 16 who were casualties on roads within the County Durham force area last year 40 were killed or seriously injured.

Road policing unit head Chief Inspector Paul Goundry said 32 per cent of child casualties occurred during the summer holiday period.

Based on the previous year's figures, this means more than 100 children will become casualties during the coming holiday.

The scheme is also targeting young pedal cyclists.

Chief Insp Goundry said: "It's only natural that youngsters will want to be out on their bikes over the summer holiday, especially if the weather is good, and with a little thought and supervision there will be fewer casualties."

He said it was essential that cyclists wore safety helmets - 50 per cent of cycling injuries are to the head and 70 per cent of cyclists who die have suffered a head injury.

Chief Insp Goundry said: "Youngsters on bikes aren't just injured on roads and wherever they are riding - be it road, park or garden - they should wear protective head gear."

He said parents should also ensure their children ride well-maintained bikes, with brakes that work properly, and which are an appropriate size for the child's age and height. They should also be given correct safety training.