A NEW awareness campaign aimed at cutting child road deaths and injuries is to be launched across Lancashire.

It aims to increase the awareness of risks and highlight common causes of collisions involving young pedestrians.

The the key focus of the campaign by the Lancashire Road Safety Partnership will be those borough where child pedestrian casualties are highest.

These include Blackburn with Darwen, Pendle, Hyndburn, Burnley and Preston.

Around 65 child pedestrians are killed or seriously injured across Lancashire, Blackburn with Darwen and Blackpool every year.

The campaign follows the Lancashire Telegraph's 'Stop the Madness' drive launched last year to tackle dangerous driver behaviour

It will encourage everyone on the roads to look out for each other, with a focus on providing information and advice to parents and carers so to show children how to stay safe when out and about.

Most incidents happen when a child suddenly steps, runs or cycles into the road, and in a significant proportion of collisions, children are with an adult family member.

The campaign asks adults to set a good example by always crossing safely and drivers to play their part by anticipating children can behave unpredictably.

Other common factors include adults losing control of younger children whilst crossing the road, the presence of parked cars which reduce visibility, and children becoming distracted immediately before a collision.

The summer months are when incidents spike during the school holidays when they return to school when those going to secondaries for the first time gain more independence and walk unfamiliar new routes

County Cllr Keith Iddon, Lancashire County Council highways boss, said: "The number of child pedestrians being killed or injured every year in Lancashire is something we should not accept.

"We're encouraging everyone who has responsibility for young people to do their bit and help to reinforce that message."

Cllr Arshid Mahmood, Blackburn with Darwen Council neighbourhoods boss, said: “Although casualty numbers have been reducing over recent years, any accident is one too many.

"This campaign will help to re-enforce the message to stay safe, especially during the summer months when children are more likely to be playing out.

"I would urge motorists to be aware of the need to look out for children.”

Blackburn with Darwen Council Liberal Democrat group leader David Foster said: "This is good news and long overdue."

Parents and carers are being asked to check out resources on the Partnership's website safe2travel.co.uk/lookout