Road danger reduction – the fight continues

air pollution road danger

One year has passed since the generosity of over 200 supporters raised £10,000 for us to make a short film about road danger.

Road danger in Britain not only kills and injures over 16,000 kids every year, but its air pollution poisons millions more. Our 40-minute documentary STOP KILLING OUR CHILDREN puts a spotlight on the institutionalised apathy towards road deaths that overlooks the 24,000 people  killed or seriously injured every year on British roads. We’ve spent the last 70 years making driving convenient and life inconvenient. Our love affair with the car has come at a cruel cost…

Road danger

“The city is where people come to work, raise families, walk in the evening. It is not a traffic corridor” John Norquist

We know what it takes to build healthy and safe cities; there’s an abundance of wisdom and experience out there. The reason we tolerate the child deaths, air pollution and huge financial burden caused by motorised traffic isn’t a lack of knowledge – it’s a shameful lack of political will.

A rational approach to road danger reduction isn’t just about stopping the death of children, it’s about helping them to thrive. Odense is the third-largest city in Denmark and yet 81% of children ride to school, generally without their parents. Here in Britain, it’s less than 2%.

Over 6,500 people have seen our film. Please watch it and share it as widely as possible.

Stop Killing our Children from ETA on Vimeo.

Ethical insurance cover

The ETA is judged to be an ethical company by The Good Shopping Guide…and it’s not just cycle insurance that we offer. We provide home insurance, breakdown cover  and mobility scooter cover – all while putting concern for the environment at the heart of all we do.


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