Children are being warned about the dangers of crossing roads on their way to school, as part of a new campaign.
Gloucestershire's Road Safety Partnership campaign, Don't Assume I've Seen You, aims to raise awareness of distractions, from talking on mobile phones to listening to music on headphones.
Posters have been distributed to schools across the county, with banners hung at 15 schools in urban areas, where the risk is greatest.
The campaign is also being used to target motorists and warning them to take extra care near to schools.
Road safety team leader Andre Bovington said: "Although our safety record close to schools is good, we have found from looking at pedestrian casualty figures that the 10 to 14-year-old age group is most at risk and often during commuting hours in urban areas of the county.
"One accident is one too many and, as we approach winter, we want to press home the message that children should keep their eyes and ears open at all times despite the many distractions on their way to school."
Councillor Will Windsor-Clive, Gloucestershire County Council cabinet member for communities, said: "Apart from the very elderly, young people are at the highest risk of being involved in collisions with vehicles. It's vital that they take extra care on the walk to and from school, by making sure they are seen and keeping their eyes on the road."
Materials for the campaign, which will run until March, have also been sent to all schools in Gloucester and Cheltenham.