Aim of this Department of Transport campaign was to reduce road accidents involving child pedestrians. Aimed at car drivers. Message was to reduce speed and the execution showed what happens when pedestrians are struck by a car moving at different speeds. Media used: TV, regional press, posters. Results included: Advertising was associated with a reduction in child pedestrian casualties over and above seasonal trends. Increased awareness of effects of speed and the probability of survival. Estimate of reduction in child casualties, and costs saved.