Road safety minister David Jamieson

The government has launched a new advertising campaign aimed at teaching children the dangers of crossing the road.

Three new adverts will be screened on television, featuring the hedgehog characters from previous campaigns.

This time, they focus on the dangers of complacency on familiar roads.

The government has set a target to cut by half the number of children injured or killed on the roads by 2010, based on the 1994-98 average.

Last year 14,231 children were killed or injured as pedestrians, suggesting that current casualty levels are a third below this baseline figure.

"Too many children die or are injured on roads near their homes," said road safety minister David Jamieson.

"The new hedgehog commercials aim to remind young children about the dangers of seemingly safe, familiar roads close to home.

"Children have told us that they like the hedgehogs and I am pleased that they're back.

"As children become more adventurous and play out more, these new ads remind children to always stop, look and listen before crossing any road."