Steven Norris, the road safety minister

Steven Norris, the road safety minister, making a point yesterday at the launch of a £500,000 campaign aimed at reducing the number of children killed and injured in traffic accidents.

Mr Norris - seen standing in front of a still from a television advertisement in which a 12-year-old boy, Leon Britton, plays the role of a young Ryan Giggs kicking a metal can along a street but still remembering to "stop, look, and listen" before crossing the road - said: "This is the most important campaign I have launched. One child a day is killed on our roads and 18,000 child pedestrians are injured every year. One in fifteen children can expected to be injured in a road accident before their 16th birthday." The soundtrack for the advertisement, which had its first screening last night, is provided by the ITV football commentator Brian Moore. Photograph: Glynn Griffiths