Each year, more than 800 children under the age of 15 are killed on European roads and 100,000 are injured (1). As pedestrians and cyclists, children are some of the most vulnerable road users of all. FIA Region I, MEP Olga Sehnalova, Former racing driver and BMX World Champion Alex Wurz and the Czech Automobile Club UAMK joined together to urge children to Stay Bright this winter with the correct use of reflective gear.
MEP Olga Sehnalova said: “We know that the winter months are dark and cold, and road visibility is poor. Unfortunately, many children don’t get the right advice or equipment to be safe when they are going to and from school. Stay Bright intends to change that, by showing kids how to best use reflective gear and empowering them to act for their own protection.”
Alex Wurz said, “When I was 12 years old I became BMX World Champion and bicycles have always played an important role in my life. I know how vulnerable cyclists are in traffic and with a campaign like Stay Bright we can show kids that by using reflective gear properly, they are much better protected on the road. It might just save their life.”
The campaign was launched as part of the European Commission’s Mobility Week and will be rolled out across Europe the Middle East and Africa throughout the winter season 2016. Countries launching the campaign are: France (ACA), UK (IAM), Italy (ACI), Portugal (ACP), Slovakia (ASA), Denmark (FDM), Latvia (LAMB), Belgium (TCB), Czech Republic (UAMK), Norway (KNA), Azerbaijan (AMAK), Nigeria (ATZN), Hungary (MAK), Slovenia (AMZS), Bulgaria (UAB).
The launch was held at FIA Region I's conference ‘Safe road to school’ on 22 September 2016 in front of European traffic education stakeholders and policymakers The conference was organised in cooperation with Ustrední Automotoklub Ceské Republiky (ÚAMK), in conjunction with the European Traffic Education Contest (ETEC) in Ústí nad Labem, Czech Republic. The conference has the support of the European Commission and the Region of Ústí.
Stickers and key chains will be available at ACP Branch Offices all over the country. In Portugal the campaign is addressed to children from 5 to 13 years old.