A NEW region-wide road safety campaign starts next week to help prevent youngsters ending up as accident statistics.

The campaign, which covers Northumberland down to the Tees Valley, is the first to be launched by the Local Authority Road Safety Officers Association (Larsoa) representing all 12 highways authorities in the region.

Already schools and parents have been asked to bring home the road safety message to children.

And on Monday, a high-profile radio campaign running throughout the school summer holiday will target drivers.

Alan Kennedy Durham County Council's road safety manager and chairman of Larsoa North-East said: "The campaign focuses on the What If? Senario, inviting drivers to think what if that child runs out?

"We want to encourage drivers to be more responsible where there are vulnerable pedestrians, and hopefully they will be able to anticipate situations better and avoid becoming involved in accidents.''

He added: "During the summer holidays, more children play outside for longer and they are more likely to be out and about unaccompanied.

"We are particularly keen to highlight the dangers of children playing on, or near to roads and to raise awareness among drivers that children can be impulsive and rarely ask, what if?''

He said statistics showed that child pedestrian casualties tended to rise during July and August.

Latest figures have revealed that 689 children aged up to 15 years were injured in road accidents in the North-East in 2003.

Mr Kennedy said: "With increased pedestrian training being implemented by many local authorities and enhanced road safety education being delivered in schools, we are bringing down this casualty rate.''

The campaign aims to reinforce practical training and raise driver awareness to make the region's roads safer.