The traffic police department initiated a safety campaign on September 14, ahead of the beginning of the new school year in Bulgaria, a press statement from the Interior Ministry announced.

According to data released by the department, more than 1300 children and youths were injured last year in traffic incidents or were victims of careless drivers who struck them on pavements and zebra crossings, the statement reads.

Out of 1355 casualties last year, 16 per cent were killed and 38 per cent were injured seriously. Almost 19 per cent of them were cyclists, 15 per cent were underage; a total of 48 of the casualties were younger than 17.

In an attempt to curtail these alarming statistics, the department is contemplating a list of measures to be presented to the public at 12.30pm on September 14 at a press conference at Dragan Tsankov Street 33, the headquarters of the traffic police department.

In a statement to all parents aired on Bulgarian television on September 13, parents are instructed to "familiarise themselves with the safest route from home to school and back and then escort their children, briefing them on potential problematic areas".

Parents are also advised to equip their children with fluorescent marking on their clothing and type 'cat eyes' in order to make them easily visible to motorists.

Motorists, meanwhile, are instructed to drive carefully and always observe speed limits. They are reminded that the mere sight of a child on a pavement close to a street is a potential disaster waiting to happen because children tend to disregard traffic regulations and traffic lights themselves. Motorists are instructed to be particularly cautious and keep a constant vigil.