Cats’ Eyes for Kids

Since October 2001, Nationwide Building Society has distributed more than 12 million reflectors throughout the UK. And because we feel so strongly about child road safety, we have pledged to give EVERY new primary intake child a reflector until 2010.

A recent government announcement has revealed a significant fall in the casualty rate amongst child pedestrians; down 51% compared to the average for 1994-1998. Naturally we welcome this news and hope that our continued commitment to the Cats’ Eyes for Kids campaign will help to reduce the number of casualties even further.

There is already a large body of evidence that demonstrates that Cats’ Eyes really do work. In the Nordic countries, where the reflectors originated and have been used for over thirty years, research shows that children wearing reflectors are eight times safer than those not wearing them. [Source: Central Organisation for Traffic Safety in Finland]

The fact is, a child pedestrian wearing a reflector is visible from 150 metres with low beam headlights, compared to only 30 metres without one. And whilst reflectors are no substitute for good road sense, we believe that Cats’ Eyes will continue to have a positive benefit on our children’s safety for many years to come.

Working in conjunction with Swindon Borough Council and the Department for Transport, the pilot scheme began in October 2000, when 20,000 primary school children received a reflector. Designed to appeal to children, the reflector is worn on satchels or clothing and helps a pedestrian to be more visible. By pledging support for the scheme to 2010 we will continue to contribute towards the Government’s objective of reducing child pedestrian casualties.

Former Secretary of State for Transport, Douglas Alexander, lends his support to the Cats’ Eyes for Kids scheme at a parliamentary reception hosted by Nationwide.

To help increase children’s awareness and understanding of the importance of road safety, we have also produced curriculum-linked road safety worksheets.

Cats’ Eyes for Kids has received a Prince Michael International Road Safety Award and for the third year running, won a Big Tick award for excellence from Business in the Community.