Schoolchildren will be brightening up the streets of Oxfordshire this winter with shoes that glow in the dark so that motorists can see them.
In 2003, 171 children were killed on roads and 3,929 were injured
The shoes, with built-in flashing lights, are among a number of ideas parents are being encouraged to consider to keep their children safe.
The county council hopes the move will increase the visibility of youngsters.
Last year 171 children were killed on roads in Britain and 3,929 were seriously injured, research shows.
Councillor David Robertson, executive member for transport, said: "Any child killed or injured on Oxfordshire's roads is one too many.
"I urge all parents to ensure their children are clearly visible when using the roads, and also to teach their children how to cope with traffic.
"A road traffic accident is still the major cause of death in school aged children, so we all - parents, drivers and riders - have a responsibility to use roads safely and bring the casualty rate down."
The move is part of the government's "Be Safe Be Seen" campaign, which is aimed at encouraging young people to ensure they are clearly visible as the clocks go back and the evenings and mornings become darker.