SEVEN in ten children (69%) avoid walking or cycling on British roads because they fear fast traffic, according to a survey of more than 10,000 children.

The findings of the study, one of the largest of its kind undertaken in the UK, were released this week, which is National Road Safety Week.

At the launch of the week, children's minister Beverley Hughes outlined the government's strategy to tackle child road deaths while some 106 children, representing the number of under16s killed while walking and cycling in the UK last year wore high-visibility vests and unveiled a banner for passing motorists saying '106 kids killed on foot or bikes'.

Joining the minister were children's author and national laureate, Jacqueline Wilson, who, with representatives from national children's charities and bereaved families called on drivers to slow down to 20mph or below in busy areas.

According to Department for Transport figures, a child is killed or hurt while walking or cycling in the UK every 31 minutes.

At 20mph their survival chances in a collision with a vehicle are good. At 30mph, their chance of survival is 50 per cent, but at 40mph death is almost a certainty. Despite these cold statistics, more than half of drivers speed in 30mph zones at any given time.

National Road Safety Week is co-ordinated by Brake, the road safety charity, and supported by Direct Line and Green Flag Motoring Assistance.

Brake is calling for the introduction of 20mph zones in all communities, not just a privileged few.

Mary Williams, chief executive of Brake said: "It is unacceptable that our children live in fear of traffic, but it is worse that their fear is so legitimate - a child is hurt or killed on UK roads on a foot or bicycle every 31 minutes.

"Drivers give all sorts of excuses for speeding and tell us it is hard to stay under limits all the time. Try to imagine how hard it is coping if you are a parent whose child has been killed, or been paralysed for life. Imagine this every time you drive, and then you will find it easy to slow down and protect communities' most precious belonging - their children."

Beverley Hughes said: "Every death of a child on our roads is one death too many. I am personally committed to enabling our children to walk and cycle in safety. It has all sorts of benefits for children's health and development.

"I hope drivers will use Road Safety Week to think about how their actions behind the wheel can have huge repercussions upon local communities and make the commitment to slow down whenever children are about."

Jacqueline Wilson said: "I find it shocking that we continue to fail our children by putting them at risk on roads. Children should be allowed to be children - to walk and cycle and explore their neighbourhoods without fear of traffic.

"The deaths and injuries of children on roads is a daily tragedy that goes largely unnoticed, except by those poor families that are affected. It is time we put a stop to it."

Through its 'Watch out there's a kid about!'

campaign, Brake is calling on the government to do more to stop the speeding menace and protect our children, by introducing:

More pedestrian crossings and crossing patrols 20mph zones outside all schools and communities More pavements and cycle paths Speed cameras outside schools and houses, without requiring deaths or injuries first Compulsory road safety education from preschool to college age Tougher penalties for drivers who kill and maim children.

Brake's survey was conducted in a cross-section of schools in urban and rural areas across the UK, including England, Wales, Scotland and Northern Ireland.