THE ROLE OF THE PRIVATE COMPANY IN ROAD SAFETY

This short article discusses the role of private companies in helping to promote road safety. Special reference is made to Texaco's experience over the past two years with the "children should be seen and not hurt" campaign. In this campaign, Texaco entered into a joint partership with the Department of Transport, in an attempt to publicise the dangers that children face from traffic, and to improve their conspicuity. The first part of the campaign began with the distribution of some 5 million sets of free reflective fluorescent stickers to children nationwide. In the summer months of 1991, the particular vulnerability of children spending more time playing outside was emphasised. The next stage of the campaign was marked by the introduction of the "be safe" road safety pack. Publicity was carried out throughout the campaign by means of leaflets, posters, a catalogue offering road safety accessories cheaply, and studycards for schools. The assets that companies can bring to such campaigns includes marketing and advertising expertise as well as a large number of retail outlets for distributing the publicity material and the finances to pay for them. The point is made that even small business can make a contribution to safety campaigns through sponsoring local road safety shows, or by purchasing cycle helmets or other similar road safety items for use in schools. For the covering abstract of the conference see IRRD 853729.