March 28, 2013

By Graydon Gordian

Sesame Workshop Launches Road Safety Campaign in Australia

Sesame Workshop is best known for our commitment to the mental and emotional development of children around the world. But we’re also committed to the physical safety of children. That’s why, as part of the U.N.’s Decade of Action for Road Safety, we’ve launched a new major road safety campaign in Australia.

Between 2006 and 2008, there were 6 deaths and 430 seriously injured pedestrians aged 0-14 in the province of Victoria alone. Driveway run-overs in the province resulted in the death of 14 children under the age of six and 73 serious injuries between January 2000 and September 2012.

Our campaign, spearheaded by Sesame Street’s Elmo and Grover, hopes to educate children, parents and teacher on simple road safety practices so in the future children’s lives can be saved. The campaign, created in partnership with Australian child safety advocates Kidsafe, the TAC, RACV and Holden, includes a storybook entitled Elmo Stays Safe: How Furry Little Monsters – and Children – Play Safely. The stories, games and activities in the book help encourage important safety tips like holding a parents hand while crossing the street, treating driveways like roads instead of safe play spaces and using correct restraints when traveling in a car. Additionally, a Community Service Announcement featuring Elmo and Grover is being broadcast on television and social media platforms and urges children and families to play in safe places away from driveways and roads.

To learn more about our efforts to encourage road safety, click here.

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