This means alerting adults and stressing safety to drivers, but part of that is getting people of all ages, children in particular, to know the risks and how to minimise them

Lord Whitty

The campaign features a troupe of all-singing and all-dancing hedgehogs whose version of the Bee Gees 70s classic goes: "You can tell by the way I cross the road that I've learned all my green cross code."

In a second advert - due to run from 29 October until 5 November - children will be urged to wear fluorescent or brightly-coloured clothing to ensure they are visible to motorists.

Last year alone 107 pedestrians aged under 15 were killed - included in those statistics are the seven- to 11-year-olds at whom the campaign is pitched.

The total deaths among children in road accidents was 221, prompting transport minister Lord Whitty to remark at the central London launch that it was "the biggest transport safety crisis facing us".

The hedgehogs will appear in two television adverts to be broadcast during primetime children's programmes until 5 November, urging youngsters to"Stop, Look, Listen, Live".

Children in the 11-15 age group are most at risk of being involved in either a pedestrian or cycling accident and nearly 20% of children hurt are on their way to or from school.

Aim to half injuries and deaths

The latest government road safety strategy aims to cut in half the number of children killed or seriously injured on British roads over the next decade.

At the launch Lord Whitty said: "This means alerting adults and stressing safety to drivers but part of that is getting people of all ages, children in particular, to know the risks and how to minimise them.

"Today's advert is part of that ongoing process."

Lord Whitty was joined by BBC's Newsround presenter Kate Sanderson at the launch.