The new campaign, titled 'Children Against Reckless Driving' (CARD), will use Jamaican children to encourage drivers to obey driving laws. The children will be educated about road safety at the same time.

The campaign was launched immediately following the close of the ministry's last campaign, called 'Road Scholars'.

Limit death toll

The CARD campaign has been launched in an effort to limit the number of deaths by road collisions to below 300 this year.

This same objective was intended under the 'Road Scholars' campaign, which was launched in December 2008.

Unfortunately the objective was not met, as the final death toll for the year was 341.

The new CARD programme is to focus on social transformation.

Julian Thompson, education and information officer in the Road Safety Unit, explained that children would be asked to encourage adult drivers to drive safely, through cards.

The cards will have messages of admiration for safe driving.

During the campaign launch, deejays Harry Toddler, Tega, and the TNT Squad performed songs about road safety.

The performers also voiced their intention to publicise messages about safe driving.