Comic book icon Dennis the Menace has become the face of a new safe cycling campaign from Brake.
Schools are being urged to promote safe cycling – and now teachers and community groups can now download free Dennis-branded material to do so.
The Beano character, owned by DC Thomson, will encourage children to "use your head, wear a helmet".
A free poster for schools has been produced by TheBeanoin partnership withBrake, the road safety charity. Dennis and Gnasher also feature in a downloadable board game that gets kids thinking about simple steps to help them get home safely.
Teachers and community groups can order free copies of the poster and game from Brake’s shop, thanks to sponsorship from personal injury solicitorsBolt Burdon Kemp.
Schools are being encouraged to use the materials as part of lessons that teach children about road safety. They can register for the following UK-wide Brake initiatives:
·Giant Walking Bus, where children march for road safety from their school gates.
·Bright Days, where children dress in their brightest clothes to highlight the need for drivers to look out for pedestrians and cyclists
·Road Safety Week, which involves thousands of schools teaching and campaigning for road safety.
Julie Townsend, deputy chief executive of Brake, said:"Brake is delighted the Beano is helping us to spread vitally important safe cycling messages via schools and communities."
Mike Stirling, Editor-in-Chief of The Beano, added: "Dennis sees [a cycling helmet] as yet another tool in his menacing kit bag; not only does it protect his head from any bumps, it also makes sure his world famous spiky hair is kept safe from anyone daring to aim a catapult at him. We always did say he’s a bit of a tough nut."
Cheryl Abrahams, partner and personal injury expert at Bolt Burdon Kemp, added:"It’s great to see so many children expressing an enthusiasm for getting on their bikes, and this highlights how important it is that cycling safety continues to be both a community and government priority. We are delighted to be working with Brake towards achieving this commitment."
Every day in the UK, 19 adults and seven children are killed or seriously hurt when on foot or bike.
You can see the poster below:
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.