A hard-hitting road safety poster urging fleet drivers to slow down is being distributed by Brake, the road safety charity.
The poster, which promotes Road Safety Week in November, shows a distraught business driver sitting beside a blood-spattered car.
It forms part of a company action pack being sent out to fleet managers.
Funded by the Department for Transport, the campaign focuses particularly on children, using the message “Let kids live – 20’s plenty around schools and homes”.
Government statistics show that child road deaths have risen by 20% since 2005.
Young pedestrian deaths are up 13% and child cyclist deaths by 55%.
Research shows that a child hit at 40mph will almost certainly die, but at 20mph they have a much greater chance of survival.
Fleets are being urged to encourage employees to slow down during National Road Safety Week and promote child pedestrian and cyclist safety in their local community by working with local schools or running a campaign for safer roads.
Brake can help with low-cost promotional resources.
Jools Townsend, head of education at Brake, said: “This year, the week will focus on the appalling numbers of children killed and injured on roads.
Companies can play a key role by educating their drivers on the importance of slowing down and looking out for children.”
Action packs can be ordered by calling 01484 559909 or emailing firstname.lastname@example.org