13 December 2016

The most researched, evaluated, successful, effective road safety educational communication programme in the UK

It’s difficult to imagine the UK road safety education scene without The Children’s Traffic Club. First launched in the UK in 1993, the programme has continued to help reduce road casualties whilst make learning how to keep safer on our roads ‘fun’ and ‘interactive’! To date over 3 million children around the UK have become members and received The Club materials directly into their home.

The Children’s Traffic Club continues to be the most researched, evaluated, successful, effective road safety educational communication programme in the UK. Among its many awards The Club were proud to receive a Prince Michael International Road Safety Award in 2006 from HRH Prince Michael of Kent.

Congratulating the team on their enduring success Prince Michael said: “It is heartening to see that such a valuable contribution to child safety has grown from strength to strength and moved with times”

In London, The Children’s Traffic Club also marks its most successful year in delivering road safety and active travel education to over 100,000 pre-schoolers in living in Greater London.

Although the programme has been running in London since 2003 it was relaunched in 2015 following a two-year research process, a complete re-brand and a whole content redevelopment into a new multi-media digital format. Funded by TfL, the bespoke London centric resource, features characters that reflect London’s diverse populations and locations. The latest figures show it has been a huge success with 85% of Greater London’s population of three-year-olds registered. This mean that more than 630,000 pre-school children in London have benefited from CTC in its various formats.

Oli Turk, Project Manager, TfL’s schools and young team, said: “The recently published 2015/16 annual report identifies every early years setting in London. Including their exact location within each London borough, their deprivation and Black, Asian, Minority Ethnics (BAME) indices and whether they have registered for CTC London or not.

“The aim is to support Borough road safety officers by providing them with data that easily identifies/prioritises those early years’ settings most in need of CTC London to facilitate a more targeted approach.

“We remain committed to our target of reducing road casualties across the Capital by 50% by 2020, with the continued help and support of our valued stakeholders. These partnerships are vital in successfully engaging with and educating London’s children to become safer and more active road users of the future.”