The FIA Region I launches its annual road safety campaign reminding drivers to stay attentive around school zones.

Children do not have the same cognitive abilities as adults, they cannot perceive the speed of a car realistically and can be easily distracted by their surroundings. This year’s campaign is a reminder to drivers that anything can happen in school zones, and that they should remain vigilant at all times.

The FIA Region I road safety campaigns focus on a different topic each year, but the key message remains the same: Drive with Care. To achieve Vision Zero, the concept of mutual respect, responsibility and care in road traffic environments have been the cornerstone of the campaigns.

“At FIA Region I, we contribute to a safe mobility culture through our various programmes aimed at children and drivers alike.  This year’s campaign is launched shortly before our yearly European Traffic Education Contest, which could be described as the Eurovision of traffic safety for children aged 10 to 12. As both a parent and a driver, I‘m proud that we are playing our part to improve road safety around schools.” said Laurianne Krid, FIA Region I Director General.

The road safety campaign on child safety in school zones has been translated into 27 languages and will run in 27 countries across Europe, the Middle East and Africa.

The campaign is supported by the FIA Foundation and the FIA Safe and Sustainable Mobility Grants Programme and will run until September 2025.