Most people in the UK will have seen adverts and messages promoting road safety and safer driving, or campaigns warning of the consequences of careless or reckless behaviour behind the wheel. These powerful road safety messages are ubiquitous, whether on a billboard by the motorway, poster at a bus stop, or hard-hitting TV advert. Nevertheless, despite years of warnings, people are still killed or injured in road traffic accidents every day.

In this article, private plate supplier Regtransfers looks at the history and importance of road safety adverts over the years; their impact on our driving attitudes and how the messaging has changed with the times.

The Human Cost

Today, five lives are lost on UK roads daily, and every 17 minutes, someone faces a serious or fatal injury. In 2023 alone, 1,695 lives were lost, and over 28,000 people suffered life-altering injuries.

Road casualties have decreased over time, but that drop seems very modest. Road deaths decreased by 5% between 2022 and 2023 but only came down by 8.6% between 2014 and 2023.

When considering the statistics, it’s important to remember that the number of vehicles and vehicle journeys has grown enormously since 2014. According to government data, 35.6 million vehicles were licensed in the UK in 2014 increasing to 41.2 million in 2023. 

The number of vehicle miles driven in 2014 was 311 billion, and in 2023 the total was 330.8 billion.

Road safety adverts have been a longstanding pillar of communicating hazards and inciting changes in attitudes toward road use.

Getting the message out

The Early Days: 1950s–1970s

Britain’s road safety campaigns stretch back decades, starting with ads that were simple but direct. In 1953, Tufty the Squirrel appeared on TV and in schools to teach children how to cross roads safely. Kids learnt the basics of road awareness through The Tufty Club. This was an important message as more cars began to hit the roads.

By the 1960s and ‘70s, campaigns focussed on seat belts began rolling out. These ads were serious but straightforward, aiming to create a habit of buckling up every time. Road safety messaging started to feel a bit more intense. More importantly, perhaps, these adverts sparked a much-needed change in road laws.

Seat Belt Laws and Changing Attitudes

The 1980s marked a dramatic change in road safety rules, especially concerning seat belts. This shift didn’t happen overnight. Years of campaigning led to the landmark 1983 law requiring drivers and front-seat passengers to wear seat belts. This was a monumental shift, supported by campaigns like The Blunders, which aired in the same year. This showed a fictional family’s poor driving decisions leading to disastrous results.

Further changes came in the following years. By 1989, children aged 14 and under were required to wear a seat belt when in the back seats. In 1991 it also became mandatory for all adults to wear a seat belt in the back seats. These laws reinforced the messages from years of campaigns, highlighting the dangers of unrestrained passengers. Today, failure to wear a seat belt can lead to a fine of up to £500.

Shock Tactics of the 1980s

Alongside seat belt laws, the ‘80s saw a rise in hard-hitting, emotionally charged ads that aimed to shock viewers into changing their behaviour. One early example was the “Think Before You Drink Before You Drive” campaign. This used stark imagery and an unforgettable slogan to combat drink driving. The goal was clear: to make people reconsider even one drink if they planned on getting behind the wheel.

This era of no-nonsense, blunt advertising set the stage for the intense, visually impactful campaigns that would follow, making people realise that their actions behind the wheel had real, sometimes deadly, consequences.

Emotional Storytelling in the 1990s

The ‘90s brought a shift toward emotional storytelling, with ads targeting behaviours like speeding and drink driving. Campaigns like “Kill Your Speed, Not a Child” in 1991 became more personal, tapping into emotions to leave a lasting impression. One ad showed the survival chances of a child hit at different speeds, making viewers confront the very real consequences of their choices behind the wheel.

In 1993, the “Drinking and Driving Wrecks Christmas” campaign took a similar approach. It showed how a family holiday could be torn apart by a drink-driving crash. Ads through the 90s resonated because they struck at the heart of what many people hold dear.

The Digital Era: 2000s–2010s

The rise of the internet brought a new dimension to road safety campaigns, allowing them to reach audiences not just on TV or radio, but also across social media and online platforms. THINK! emerged as a brand name for government road safety efforts, spanning everything from drink driving to distracted driving. Ads like 2001’s “THINK! Slow Down” demonstrated, once again, how a small change in speed could mean the difference between life and death.

By using multiple channels, these campaigns were able to reach a wide audience and keep road safety at the front of people’s minds.

Technology and Modern Messaging: The 2010s To Today

Recently, road safety ads have moved even further into digital territory, using everything from virtual reality to interactive experiences. The goal today is to immerse viewers, making them feel the real, often devastating consequences of unsafe driving. Campaigns addressing newer issues, like the dangers of using smartphones while driving, are vital as technology becomes increasingly ingrained in our daily lives.

Today’s campaigns often focus on different road users, too – pedestrians, cyclists, and motorcyclists are all included, as they’re especially vulnerable. With tools like data analytics, campaign creators can better understand which messages are truly effective and adjust their approach.

Road Safety Ads Are Still Important

Since the 1950s, UK road safety ads have come a long way. They have evolved from basic educational messages into powerful, tech-savvy campaigns. However, statistics reveal there’s still a long road ahead. Organisations like Brake and RoadPeace keep pushing to reduce fatalities, especially through events like Road Safety Week.

While modern vehicles come with advanced safety features and technology, ultimately, it’s our own behaviour that plays the biggest role in road safety. We still need to THINK! before we get behind the wheel, take a moment to consider our speed, our seat belts, distractions, and all the choices that impact others’ lives.

The post Road Safety Week and the Importance of Road Safety Adverts appeared first on The Parent Social.

Embracing the great outdoors should be a cherished experience for children, free from the concerns of sun damage or discomfort. The following are practical strategies to ensure your child can safely bask in the joys of outdoor adventures while safeguarding their delicate skin.

Understanding The Elements: Sun, Wind, And Cold

Exploring the great outdoors is vital for a child’s development, but the sun, wind and cold can be tough on their delicate skin. Protection starts with understanding each element’s effects. For sunny days, ultraviolet (UV) radiation poses a risk of sunburn and long-term skin damage. Windy conditions can sap moisture, leading to dryness, while cold weather can make skin rough and chapped. You can counter these challenges by preparing your childrens’ skin for each type of weather, ensuring outdoor play is safe and enjoyable.

Choosing The Right Sun Protection For Your Child

Selecting the right sunscreen involves more than just picking a high SPF. Look for water-resistant formulas offering broad-spectrum protection against UVA and UVB rays. Mineral sunscreens containing zinc oxide or titanium dioxide are often recommended for children’s sensitive skin, as they’re less likely to irritate. Remember to apply sunscreen generously about 30 minutes before going outside and reapply every two hours (or more frequently if your child is swimming or sweating).

Protecting Skin From The Wind And Cold

The bite of cold and the whip of wind demands a vigilant approach to your child’s skincare routine. When temperatures drop, the air can strip moisture from their delicate skin, leading to discomfort and sometimes exacerbating conditions like eczema. Daily moisturising with a thick, fragrance-free cream forms a protective layer against these harsh elements. For sensitive skin, eczema relief products designed for young skin can be particularly beneficial. In the UK, eczema creams and ointments are formulated to provide deep hydration and soothe irritation. Dermatitis cream and specific creams for dermatitis are also available for children who may suffer from these skin conditions. On particularly cold days, a heavier balm applied to cheeks and lips can prevent chapping.

Creating Safe Outdoor Environments For Play

Ensuring safe play areas involves more than supervising your child. Use sunshades or play tents as safe havens from direct sunlight. Plan outdoor activities for early morning or late afternoon when the sun’s rays are less intense. By creating a balanced outdoor environment, children can enjoy the benefits of play whilst staying protected from excessive sun exposure.

Teaching Your Child About Skin Care And Protection

Educating your child about the importance of skincare empowers them to make smart choices. Teach them to apply their own sunscreen, choose appropriate clothing for the weather and understand why these steps matter. Making skincare a routine part of their day instils good habits that last a lifetime, ensuring they remain vigilant about skin health as they grow.

Knowing how to protect your children’s’ skin from the elements allows your family to embrace outdoor activities confidently.

The post Children’s Skin: How to Protect for Safe, Enjoyable Time Outside appeared first on The Parent Social.

Sadfishing

This is a social media trend where people make exaggerated claims about their emotional state/problems in order to get sympathy. I find this worrying from a number of angles.    

My primary concern is that children who actually are feeling low or are suffering from specific mental health problems could be afraid to communicate this for fear of being accused of sadfishing.

Another fear is for those who indiscriminately post about and exaggerate their emotional problems. They might get a temporary, superficial boost from a high volume of engagement/comments but they’ll be crushed if responses then dwindle. It’s a catalyst for insecurities… “Does nobody care about me anymore?” There could also be the ‘boy who cried wolf’ effect should they ever have real problems they want to flag. Oversharing and exaggerating can also mask the issues that make children genuinely unhappy.

The trend of sadfishing could also discourage children from seeking proper help and advice for anything that’s worrying them.

Distorted reality

I think one of the major problems with social media is it distorts reality. You all too often see the edited, picture-perfect ‘best’ version of someone’s life. You seldom see the banal, day-to-day stuff on a person’s social media channels. Children often don’t appreciate this filtering (even if they do it themselves). I’m sure it must lead to feelings of inferiority and the belief that their life isn’t as ‘good’ or ‘exciting’ as someone else’s.  

Obviously sadfishing is the exact opposite. However, it’s still a distortion of reality and is another thing that makes it difficult to distinguish between facts and half-truths.

Constant connectivity can actually be exhausting

I speak from experience here. I’m a member of a lot of WhatsApp groups; some related to school (three separate classes), some friends and family ones and some for outside interests. They’re all really valuable in different ways, but sometimes it does feel like a barrage when your phone is pinging constantly. Coupled with texts, other messenger services and push alerts from social media platforms and websites it can be all-consuming, and a time drain. It also affects my productivity and ability to focus. I need to alter my habits so I can lead by example and ensure my kids don’t get swallowed up by social media.  

Immediacy

Social media apps and sites are playing a significant part in breeding a culture where we expect everything instantly. I’m guilty of it too and I’ve witnessed it with my children. I do try to go against the tide and actually make the kids wait for things so we don’t lose the element of suspense, build up and excitement. 

And don’t get me started on TikTok…l

You can find out more on promoting safe and responsible use of technology on the Digital Awareness UK website.

You may also like: Things to Consider Before Giving Your Child a Smartphone

The post Sadfishing and Other Social Media Pitfalls for Children appeared first on The Parent Social.

What’s changing with car seats?

Currently, by law, children in the UK must use the correct seat when travelling in a car until they are 12 years old (or 135cm tall). However, the new regulations will mean that the backless booster seats (that even my five-year-old twins are using and have been for at least a year) will only be approved for older children.

The new rules about backless booster seats aka booster cushions (there are two of these in my pic) means that their usage will only be approved for use for children taller than 125cm who weigh more than 22kg.

Currently, by law, children in the UK must use the correct seat when travelling in a car until they are 12 years old (or 135cm tall).

Will you need to buy a new car seat?

This will only apply to new products, so if you want to make a purchase after the changes you’ll only be able to buy a backless booster for kids over 125cm (or 22Kg). You’ll still be able to use existing backless booster seats after the regulation changes for children under 125cm or 22kg without being in any trouble.  However, after reading up, high-backed booster seats are a safer option – with experts agreeing that booster seats are unsuitable for small children – so we’ll be changing in any case as we currently have one high back and two backless. However, getting three car seats wedged into the back seat of an estate or 4×4, let alone a standard-sized car, is going to be a tall order. Will let you know how we get on…

If you are thinking of making a new purchase, here are some stockists:

Boots stock a huge range of seats for a variety of budgets

Mamas & Papas have a number of car seats on sale right now and Halfords are offering 20% off ALL high back booster seats when you trade in any booster cushion (just use voucher code: Saferseat).

The post Child Car Seat Law Changes appeared first on The Parent Social.