[PR] Mace and the Road Safety Authority Announce Schools Road Safety Initiative

Victor

http://www.rsa.ie/NEWS/News/Safe_to_School.html

MACE AND THE ROAD SAFETY AUTHORITY ANNOUNCE SCHOOLS ROAD SAFETY INITIATIVE

- MACE in association with RSA Launch ‘Safe To School With The Maceys’ –

6th February 2007. Every day in Ireland, in excess of 100,000 primary school children walk to school*. With so many of our children taking to the roads every day road, safety awareness and education are

Entitled ‘Safe to School with the Maceys’, the first phase of the campaign focuses on walking to school and will be launched today by Minister for Transport, Martin Cullen, T.D. at Dublin’s St. Brigid’s National School at 3pm. This week more than 3,300 schools across Ireland will each receive a Safe to School with the Maceys pack which includes; a DVD guide, classroom charts, charts and posters.

Complimenting the Road Safety Authority and Mace on their new initiative, Transport Minister, Martin Cullen, T.D. said: “Any programme which invests in the safety of children walking to and from school is to be supported and welcomed. Not alone is the journey to school an ideal way for children to take part in regular physical exercise but it also plays an important role in developing the road sense children need as pedestrians and cyclists. I would encourage all children to take great care when walking on footpaths; to remember to use the safe cross code and to always wear a seat belt in a car and to encourage their family members and friends around them to do the same”. The Minister reminded the pupils that they can play a huge part in getting their parents, older brothers and sisters, as well as minders to change their driving habits for the better and to help make our roads safer.

Commenting at the launch, Peter Kealy, Chairman of MACE:
“MACE is delighted to be working in association with the RSA in delivering a very important road safety message to parents, teachers and children. Our ambition is that the ‘Safe to School with the Maceys’ campaign will raise Irish road safety awareness, and we have committed to the development of a multi-media campaign to ensure that this important message is delivered.”

Commenting on the campaign, Noel Brett CEO of the Road Safety Authority:
“Children are probably at their most vulnerable traveling to and from school. Every parent, motorist and road user must play an active part in making sure that their children, all children are safe when using the roads. Parents in particular are best placed to teach children about road safety. But remember a child will do as you do, not as you say. So please set a good example yourself.”

MACE Stores are also running a poster competition for primary school children with €22,000 worth of prizes for classes, teachers and schools in every county through Ireland.

www.safetoschool.ie

* Source: CSO, Census 02 - Volume 9, Numbers of primary school students who walk to school


Notes to the Editor:

Information on ‘The Maceys’
The Maceys are an animated family that were launched in 2004 to market the Mace brand in Ireland. The Maceys feature in all of Mace’s consumer communication and have also starred in their own award-winning television commercials. The characters have been very popular with adults and children alike, with everyone able to relate to one of the characters, and the RSA felt that they were the ideal means by which the important message of road safety could be communicated to young people.

Hotblack Desiato

It's pathetic that all road safety publicity initiatives (such as they are) have to be funded by private enterprise. E.g. road safety ads funded by car insurance industry - a conflict of interest I feel. Where are all the motoring taxes going? Pretty sneaky way of marketing to kids if you ask me.