‘BE smart with your smartphone and be alert at the roadside’ is the message to young people via a new social media campaign as they begin a new academic year.

The call for vigilance comes from Hampshire County Council, and Rob Humby, the authority’s executive member for environment and transport, said: “Learning to be safe on the roads is an important lesson for everyone, whatever their age.

“This particular campaign aims to reach young people as they go back to school and college, to remind them to stay alert when crossing the road, and warn that letting their attention be drawn to music, games or messages on their smartphones can have serious consequences.”

Through posts on Facebook, Instagram and Google Display, the council will be reminding young people that making phone calls, sending messages, playing music, games or streaming video are all distractions when at the roadside.

The new campaign supports the county council’s StreetSense programme, which is aimed at 11-16 year olds. This age group has one of the highest pedestrian casualty rates of all age groups in Hampshire. Worldwide, road accidents are the biggest killer of teens.

Young people at more than half of Hampshire’s secondary schools have been involved with the StreetSense campaign since its launch in 2012, with assemblies, workshops and theatre events arranged throughout the year to engage young people.

For more details on the StreetSense programme, visit www.hants.gov.uk/transport/roadsafety/streetsense.