‘Snug as a Bug’ Road Safety Campaign in Association with TinyLife’

This week will see the launch of Northern Ireland’s premature and vulnerable baby charity, TinyLife’s ‘Snug as a Bug’ campaign in association with DOE, aimed specifically at pram pushing pedestrians.  The campaign will highlight the dangers of pedestrians crossing the road whilst being distracted by mobile phone devices as well as making motorists aware of road crossing pedestrians.  The campaign will be launched across Northern Ireland through an extensive radio campaign, on streetliners, shopperlites and on the back of buses.

The campaign is launched in conjunction with Northern Ireland’s Road Safety Strategy 2020, which aims to reduce the number of children, aged 0 – 15, killed or seriously injured in road collisions by at least 55% by the year 2020.  It is hoped that the campaign will increase awareness within the local community about the types of crashes that can occur when crossing the road from inappropriate areas, i.e. in between parked cars or not giving the road the full attention it demands.  It is also hoped that the campaign will increase drivers awareness of pedestrians as well. 

TinyLife Chief Executive, Deirdre Brady said, ‘We were horrified as we witnessed buggies being pushed out onto the road between buses and cars, whilst Mum or Dad or the carer was engaged in a telephone conversation or texting.  We all felt so strongly about this that we asked the DOE to help support our campaign.  TinyLife try to ensure that every baby has the best start in life, please support us as we try to prevent the unthinkabout happening’.

To increase awareness of road safety amongst pram pushing pedestrians, children’s illustrator, Anita Jeram has kindly donated an illustration for a TinyLife ‘Don’t Push It’ canvas bag which will be available to Parents of young children.  Anita added, ‘Life is fragile, tiny life’s especially so.  Two of my children were very premature and fragile, so I appreciate from a personal experience the aims of TinyLife and I am happy to support them in their efforts to raise awareness’.  TinyLife will be taking to the streets of Northern Ireland from Wednesday 14th December to distribute these bags to raise awareness of the campaign.  For your free bag, visit them at the following venues on the following dates: -

Belfast City Centre, Wednesday 14th December from 12pm – 4pm, Westwood Centre, Belfast on Thursday 15th December from 10.30am – 12.30pm, Connswater Shopping Centre, Belfast from 2pm – 4pm, Lisburn City Centre on Friday 16th December from 10.30am – 1pm and finally, Asda, Dundonald from 2pm – 4pm.     

TinyLife is Northern Ireland’s premature and vulnerable baby charity.  We are a small charity and receive limited government funding.  Last year we supported 750 families in Northern Ireland through our various services which include research, breast pump loan and family support service.  It is our aim to support every family in Northern Ireland who is affected by premature birth.