Young children are among the most vulnerable road users and drivers of large vehicles may not notice them easily, the Singapore Road Safety Council said on Saturday.
That is why they are one of three groups of road users the council and the Traffic Police are hoping to educate through this year's Singapore Road Safety Month. The other two are heavy vehicle drivers and cyclists.
As part of this year's campaign, which was launched on Saturday, 10,000 bright orange reflective school bag tags will be given to primary school pupils in April and May.
A video by Volvo Trucks Singapore to educate drivers of heavy vehicles - those with an unladen weight of above 2,500kg - was also launched.
"Fleet owners must ensure that their processes and systems promote safe driving habits," said Second Minister for Home Affairs S Iswaran, the event's guest of honour.
"Drivers have an important part to play by staying vigilant at all times, driving courteously, being patient and law abiding on our roads," added Mr Iswaran, who is also Minister in the Prime Minister's Office.
The launch at Shangri-La Hotel was also attended by International Automobile Federation president Jean Todt and Global Road Safety Ambassador Michelle Yeoh.