Kwik Fit Insurance

Kwik Fit Insurance

September 24, 2010 10:01 ET

2.2m Kids Risk Life Crossing Road Without Looking

Kwik Fit Insurance Highlights Road Safety as Annual Search to Find UK's Top Lollipop Person Begins

GLASGOW, UNITED KINGDOM--(Marketwire - Sept. 24, 2010) - A UK-wide survey of schoolchildren has revealed that 40 per cent of kids between the age of seven and 14, or 2.2million children, are risking their lives running across the road without looking, according to new road safety research carried out by car insurance company Kwik Fit Insurance.

The research, commissioned by Kwik Fit Insurance to launch its annual search for the UK's Lollipop Person of the Year, highlights the dangers children face on their daily journey to and from school.

Even more concerning was the fact that 1.1m, or half again admitted to running across the road without checking for traffic all the time.

The study which surveyed more than 1000 schoolchildren aged between seven and 14, also found that 85 percent of youngsters or 1.7million children admitted crossing the road without using a marked crossing or lollipop person every day. That's despite more than three-quarters (75 per cent) admitting they don't always feel confident crossing the road on their own.

Across Britain:

  • Boys 46% are more likely to run across the road without looking than girls 30%
  • Half of all eight year olds questioned regularly run across the road without looking
  • Children in East Midlands set the worst road safety example in the UK with 51% admitting to crossing the road without looking; 
  • Welsh schoolchildren set the best road safety example with 77% saying they would look both ways before crossing 

Brendan Devine, group managing director of Kwik Fit Financial Services, appealed to schoolchildren, teachers and parents across the nation to nominate their most deserving lollipop person for the coveted title of Kwik Fit Insurance Lollipop Person of the Year 2010.

According to the most recent Government figures, 1,660 child pedestrians were killed or seriously injured in road accidents in 2009, a drop of seven percent on the previous year's figures.

Brendan Devine, said: "We are determined to help further improve the UK's road safety record for children. We think the Lollipop Person of the Year campaign is a good way of raising awareness to both children and motorists alike."

Last year the competition received more than 19,000 entries from 1,000 primary school children across the UK, including drawings, poems and even DVD's and songs describing the UK's favourite lollipop people.

The 2010 awards are expected to be bigger and better than ever. Twelve regional finalists will go through to the grand final of the Lollipop Person of the Year Awards and the overall winner will be announced in January 2011.

The Lollipop Person of the Year will win £500 and the winning school will be presented with a cheque for £3,000 to spend on school equipment, while the twelve regional winners from across the UK who will receive £100 and each of the 12 schools will be awarded with £500.

Last year's winner was lollipop man John Foley from Bushes Primary School in Paisley, Scotland. The children and staff of Bushes Primary School created a new community garden with their £3000 prize money. 

Nominations for the Kwik Fit Insurance Lollipop Person of the Year Awards 2010 will close on Friday, November 19th 2010.

More information and entry details can be found at In addition to voting online, schools throughout the UK will receive a nomination pack in the post. 

Visit the Kwik Fit Insurance website to find out more about the company and its competitively priced car insurance policies.

Notes to editors:

For more information on the Kwik Fit Insurance Lollipop Person of the Year awards, please contact Michelle Holton, Bryan Garvie or Charles Cameron at The BIG Partnership on 0141 333 9585 or visit

Contact Information

  • Kwik Fit Insurance
    Gordon Ross
    01698 786369