Take slow lane as days get shorter

The advice comes after Bridgestone revealed that nearly half of primary school parents have either been involved in or have witnessed near misses outside the school gates.

More than half of primary school parents in the West Midlands are also worried about their child's safety near roads on the school run, Bridgestone revealed.

The information comes from a survey commissioned by Bridgestone and safety charity Brake.

Now Brake and Bridgestone are asking drivers in the West Midlands to take care when driving near schools, slowing right down to 20mph or lower to give kids a chance and reduce the near misses.

Everyone – adults and children – should be able to walk and cycle, to get to school or work, to visit local shops and facilities, or just for their enjoyment, without being endangered by fast traffic. Healthy lifestyles are important, but we need drivers to slow down so we're not at risk.

As the clocks are set to change and daylight dwindles, Bridgestone is pledging its support to making roads safer by donating 5,000 high visibility safety jackets to schools across the UK to make children easier to spot when travelling to school.

The initiative coincides with Bridgestone's new advertising campaign that puts the focus resolutely back on the issue of safety.

Under the claim, 'There is only one part of your car's safety systems that actually touches the road,' the high profile ads are part of an overarching multi-channel effort aimed at reinforcing Bridgestone's brand values and, in particular, its dedication to driver and passenger safety.

Bridgestone's managing director John McNaught said: "With the days becoming shorter and weather conditions expected to become more challenging for drivers, now is ideal time to launch an awareness campaign. We commissioned research from YouGov, questioning 1,000 primary school parents, in an attempt to reinforce our safety messages.

"The findings certainly backed up our initial fears about road safety on the school run and we are glad to be partnering with Brake to raise awareness."

Sarah-Jane Martin, spokesperson from Brake, said: "These are shocking figures, showing just how risky the journey to school can be for kids and parents. We're asking all drivers to slow down and take care, especially around homes, schools and shops.

"We need to make sure our kids and people of all ages – not just the lucky few – can walk and cycle without being endangered."

"With Road Safety Week coming up next month, we're asking everyone to look out for each other, especially pedestrians and cyclists, encouraging mutual respect for everyone on the road."

Bridgestone also asked parents if they personally checked the tyre tread depth on their cars, with only 43 per cent admitting that they do, suggesting that roads would become safer if motorists were more hands-on with their own tyre maintenance.

For more information about Bridgestone's range of premium tyres and driving tips, visit www.bridgestone.co.uk

To join in with Road Safety Week, and support the campaign, use #Lookoutforeachother and check out www.roadsafetyweek.org.uk

Pictured: Make sure your child is visible by wearing a hi-vis jacket when walking to and froms chool.