DfI unveils campaign highlighting child safety risks near buses

The Department for Infrastructure (DfI) has today launched a powerful new advertising campaign to raise awareness of the dangers children face when boarding or disembarking from buses, especially in rural areas and near schools.

The campaign, which features advertisements placed prominently on the backs of buses and at bus stops, urges drivers to exercise increased caution in areas where children may be crossing roads.

The initiative is a proactive step aimed at improving road safety and preventing avoidable accidents involving young pedestrians.

Speaking at the launch, Infrastructure Minister Liz Kimmins said:

“This advertising campaign is an important reminder to drivers to take care around buses, which can block a motorist’s view. Everyone must be extra vigilant when buses are dropping off or picking up passengers.”

The campaign underscores the specific risks children encounter in rural locations, where school buses often make multiple stops and students may need to cross busy roads to reach their homes. It also reinforces the importance of adhering to speed limits near schools, where a maximum of 20mph is typically enforced.

Minister Kimmins added:

“Drivers should also be aware that school buses in rural areas may make several stops and children may need to cross to the opposite side of the road to get home.

“We must also remember to drive slowly around schools where the speed limit is often a maximum of 20mph. By respecting everyone’s journey, we will help to improve the safety of our roads, particularly for our children.”

The campaign comes as part of the DfI’s broader road safety strategy, which prioritises pedestrian safety and public awareness, particularly during peak travel hours.

The department encourages motorists to remain alert and anticipate the unexpected, especially when travelling near stopped buses or through school zones.

The advertisement launch was accompanied by a video message from Minister Kimmins, available to view here: Watch on YouTube

The Department has confirmed that the campaign will be rolled out across Northern Ireland, with a particular focus on high-risk areas identified through road safety data.