Driveway and road safety the focus of Elmo Stays Safe campaign

Treasury Portfolio
Driveway and road safety the focus of Elmo Stays Safe campaign

Sesame Street’s Elmo and Maria are starring in an innovative new road safety campaign launched today by Assistant Treasurer, Gordon Rich-Phillips, as part of a Victorian Coalition Government initiative to build a safer Victoria.

The second instalment of the Elmo Stays Safe campaign, which was first launched in 2013, is focusing on the dangers of children playing around driveways.

“It’s vital that children are taught about road safety from a young age, especially how to play safely around driveways,” Mr Rich-Phillips said. 

A new interactive app featuring Sesame Street’s Elmo and Maria is part of a campaign which aims to raise awareness amongst parents and children of the dangers posed by vehicles in driveways, car parks and on roads.

The Elmo Stays Safe campaign was developed by Kidsafe Victoria in collaboration with Sesame Workshop (the not-for-profit educational organisation behind Sesame Street) and is supported by the TAC and RACV. 

Mr Rich-Philips said it was critical that parents educate their children to treat driveways like roads, not play areas.

“This is a valuable partnership and education campaign that is a timely reminder for drivers to look out for and protect our youngest and most vulnerable road users,” Mr Rich-Phillips said.

“Parents and caregivers can help children from a young age to develop good road safety practices, so that they learn to make safe choices as they grow into independent road users. 

It’s vital that young children are aware of the dangers and can play safely around the home and in the community.”

Kidsafe Victoria President Erica Edmands said children were unpredictable, inquisitive and surprisingly quick and mobile.

“It is important as adults that we always ‘supervise, separate and see’, to help keep children safe in areas such as driveways,” Ms Edmands said.

Sesame Workshop Vice President, International Project Manager Robert Knezevic said that as the single largest informal educator of children in the world, Sesame Workshop had a long and proud history of creating educational media and public service campaigns that had a real impact on the lives of families. 

“Through the power of our Muppet characters and local expertise, we’re able to teach Australian children and parents vital road safety messages,” Mr Knezevic said.

Important safety messages have been incorporated into an activity-based tablet/smartphone app, a 30-second radio community service announcement and an A4 storybook.

The Elmo Stays Safe campaign is contributing to the international effort to reduce child injury and death as part of the UN Global Decade of Action for Road Safety.

“This latest initiative is another way that the Victorian Coalition Government is putting children’s safety first. It follows recent announcements by the Napthine Government that those who leave children unattended in cars will face double the existing jail time and significantly increased fines,” Mr Rich-Phillips said.

Link to Elmo Stays Safe website:

Media contact: Andrew Drever 0409 580 996 
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