As the half term approaches, the road safety charity Brake and Direct Line are urging drivers to slow down to protect children.
46% of male drivers and 27% of female drivers regularly exceed 35mph in 30mph limits, and Brake is warning that this poses a threat to children walking and cycling on the roads.
Brake is also urging drivers to use their discretion and slow down to 20mph in areas around homes, schools and shops to allow themselves to stop sooner should a child run out into the road.
"Children make mistakes on the road," said Ellen Booth, Brake senior campaigns officer, "so it's vital drivers are always ready to stop in an emergency. Don't fool yourself that you can handle faster speeds."
Brake is also calling for more 20mph speed limits around homes, schools and shops to make roads safer for children and families.
In 2010, 57 children were killed on UK roads and 2,540 were seriously injured. Over half of these children were on foot or bicycle at the time.
The Think! TV campaign from 2005 focused on getting teenage pedestrians to consider their safety when near roads.
