An all-Ireland safety campaign has been unveiled aimed at combating the high numbers of young people killed and injured on the roads.
This is the first scheme developed by the Department of the Environment in Northern Ireland and the National Safety Council in the Republic.
Although the number of deaths and injuries among under-14-year-olds in the Republic has nearly halved over the past six years,
5,000 young people have been killed or injured on the roads in the State in that period.
National Safety Council Eddie Shaw chairman said: "If we aggressively maintain this downward trend we can realistically expect that 2,400 children will be alive and uninjured in six years time."
Central to the campaign, is a television advertisement aimed at capturing the attention of young people using the road safety message "Stop. Look. Listen. Live".
It stresses the need for young people to think for themselves and influence their peers rather than the traditional approach of adults telling children what to do.