Admiral has revealed more pedestrians are killed or injured in November than any other month*, but worryingly, children in particular aren't doing enough to make themselves safer and more visible on the roads.
The poll of 1,000 children by the car insurance specialist asked them about their road safety habits and found that less than half (48%) cross the road in well-lit places when it's dark, just a third (33%) wear reflective clothing and only a quarter (25%) wear anything brightly coloured. Even more worryingly, one in ten (10%) say they do not do anything differently when it's dark to make themselves more noticeable when it comes to road safety and awareness.
And to potentially put themselves at even more risk, nearly one in ten children (8%) admit to crossing the road while talking on their phones, texting or listening to an iPod/MP3 player and almost a fifth (18%) never follow the Green Cross Code when crossing the road.
Admiral Managing Director, Sue Longthorn, said: "As we move into the winter months it's paramount to be more aware on the roads as a pedestrian. With fewer hours of daylight, it's harder for motorists to see pedestrians as it is, but even more so if the pedestrians don't take precautions to make themselves more visible.
"Children need to switch off their electronic devices, follow the Green Cross Code and make sure that motorists can easily see them when they are crossing the road."
So, to highlight the importance of the Green Cross Code for the 21st Century, Admiral has put together a video with presenter Angellica Bell, highlighting what dangers exist for children on the roads and how to avert them. It also features Kevin Clinton from the Royal Society for the Prevention of Accidents. The video can be viewed at www.admiral.com/GreenCrossCode.
Notes to Editors:
*Reported road casualty statistics from the Department for Transport. In 2010 2,631 pedestrians were killed or injured on British roads in November, around 500 more than the average across the other 11 months of the year.
Admiral, (a trading name of EUI Ltd) launched in 1993, and is part of Admiral Group plc. It was set up to target those motorists who traditionally pay higher than average premiums, including those under-35, living in cities or driving hot hatches. It now offers its unique Admiral MultiCar policy for households with two or more cars.
Admiral writes its motor insurance business to a consortium of insurers, these being Admiral Insurance Company Ltd, Admiral Insurance (Gibraltar) Limited and Great Lakes Reinsurance (UK) plc.
The Admiral Group employs over 4,500 people in the UK and has 3 million customers in the UK.
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