Chuggington Leads Kid-Focused Traffic Safety Campaign
Press Release from Ludorum plc
WASHINGTON – September 22, 2011 – Ludorum plc, creators of the popular animated television series Chuggington, and the National Highway Traffic Safety Administration (NHTSA), the government agency that works toward making roadways safer, announced at a press conference today at Tubman Elementary School a joint, multi-dimensional campaign designed to provide child transportation guidance to families with young children preschool-aged to third grade. The announcement coincides with NHTSA’s 2011 Child Passenger Safety Week (September 18-24).
Appropriately named ‘Think Safe, Ride Safe, Be Safe!,’ the national campaign uses Chuggington’s popular characters to help parents teach their children how to use many of NHTSA’s recommended pedestrian, school bus, bike and car seat safety guidelines as they go about their daily activities. The cornerstone of the campaign is a traffic safety pledge for kids, which is a promise to always buckle up, wear a helmet and cross the street with an adult. Parents can access the pledge at www.chuggington.com/safety, a new microsite featuring interactive safety games and activities for kids.
Online resources for parents include topic-specific safety tip sheets so parents can easily stay up-to-date on the latest traffic safety guidance, and a printable activity book for kids that will help mom and dad reinforce important traffic safety lessons in a fun and engaging way. To access these resources and more safety tips, parents can visit www.nhtsa.gov/parents.
The goal of ‘Think Safe, Ride Safe, Be Safe’ campaign is to help save children’s lives. Although traffic accidents continue to be the leading cause of death for children ages one through 12, educating families about traffic safety has proven successful in reducing these fatalities. According to NHTSA research, motor vehicle fatalities for the 14-and-younger age group decreased three percent between 2008 and 2009 while the number of pedalcyclist fatalities for the same age group decreased nine percent. During that timeframe, pedestrian fatalities for the same demographic decreased nine percent, with the 4- to 7-year-old age group showing the largest decrease (11 percent).
“I'm thrilled to launch this new partnership with Chuggington, which will help us get our traffic safety message to young children and parents alike,” said U.S. Transportation Secretary Ray LaHood. "Educating children at an early age about the importance of wearing a helmet, looking both ways when crossing the street, and buckling up leads to a lifetime of good traffic safety habits."
“Chuggington’s characters learn important life lessons in every episode of the show and often earn badges as rewards for appropriate behavior,” said Dick Rothkopf, chairman, Ludorum. “The ‘Think Safe, Ride Safe, Be Safe!’ traffic safety pledge and badge is based on this concept. We hope that children will be excited to learn the rules of the road while they interact with Chuggington’s characters and earn their ‘official’ Chuggington Traffic Safety badges.”
Chuggington currently airs daily on Disney Junior, Disney Channel’s programming block designed for kids ages 2-7 and their families. Beginning October, ‘Think Safe, Ride Safe, Be Safe!’ public service announcements featuring the Chuggington ‘trainees’ – Koko, Wilson and Brewster – will air nationally on Disney Junior. In addition, viewers can sign the traffic safety pledge, play games and more at www.disneyjunior.com/safety.
As part of a long term commitment to making traffic safety a priority and shared family experience, Chuggington and NHTSA are partnering throughout 2012. In addition to the programs mentioned, updated seasonal traffic safety messaging, school curriculum materials, social media promotions and a free downloadable Traffic Safety app will launch in the coming months.
About Ludorum plc
WASHINGTON – September 22, 2011 – Ludorum plc, creators of the popular animated television series Chuggington, and the National Highway Traffic Safety Administration (NHTSA), the government agency that works toward making roadways safer, announced at a press conference today at Tubman Elementary School a joint, multi-dimensional campaign designed to provide child transportation guidance to families with young children preschool-aged to third grade. The announcement coincides with NHTSA’s 2011 Child Passenger Safety Week (September 18-24).
Appropriately named ‘Think Safe, Ride Safe, Be Safe!,’ the national campaign uses Chuggington’s popular characters to help parents teach their children how to use many of NHTSA’s recommended pedestrian, school bus, bike and car seat safety guidelines as they go about their daily activities. The cornerstone of the campaign is a traffic safety pledge for kids, which is a promise to always buckle up, wear a helmet and cross the street with an adult. Parents can access the pledge at www.chuggington.com/safety, a new microsite featuring interactive safety games and activities for kids.
Online resources for parents include topic-specific safety tip sheets so parents can easily stay up-to-date on the latest traffic safety guidance, and a printable activity book for kids that will help mom and dad reinforce important traffic safety lessons in a fun and engaging way. To access these resources and more safety tips, parents can visit www.nhtsa.gov/parents.
The goal of ‘Think Safe, Ride Safe, Be Safe’ campaign is to help save children’s lives. Although traffic accidents continue to be the leading cause of death for children ages one through 12, educating families about traffic safety has proven successful in reducing these fatalities. According to NHTSA research, motor vehicle fatalities for the 14-and-younger age group decreased three percent between 2008 and 2009 while the number of pedalcyclist fatalities for the same age group decreased nine percent. During that timeframe, pedestrian fatalities for the same demographic decreased nine percent, with the 4- to 7-year-old age group showing the largest decrease (11 percent).
“I'm thrilled to launch this new partnership with Chuggington, which will help us get our traffic safety message to young children and parents alike,” said U.S. Transportation Secretary Ray LaHood. "Educating children at an early age about the importance of wearing a helmet, looking both ways when crossing the street, and buckling up leads to a lifetime of good traffic safety habits."
“Chuggington’s characters learn important life lessons in every episode of the show and often earn badges as rewards for appropriate behavior,” said Dick Rothkopf, chairman, Ludorum. “The ‘Think Safe, Ride Safe, Be Safe!’ traffic safety pledge and badge is based on this concept. We hope that children will be excited to learn the rules of the road while they interact with Chuggington’s characters and earn their ‘official’ Chuggington Traffic Safety badges.”
Chuggington currently airs daily on Disney Junior, Disney Channel’s programming block designed for kids ages 2-7 and their families. Beginning October, ‘Think Safe, Ride Safe, Be Safe!’ public service announcements featuring the Chuggington ‘trainees’ – Koko, Wilson and Brewster – will air nationally on Disney Junior. In addition, viewers can sign the traffic safety pledge, play games and more at www.disneyjunior.com/safety.
As part of a long term commitment to making traffic safety a priority and shared family experience, Chuggington and NHTSA are partnering throughout 2012. In addition to the programs mentioned, updated seasonal traffic safety messaging, school curriculum materials, social media promotions and a free downloadable Traffic Safety app will launch in the coming months.
About Ludorum plc
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