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Road Safety Campaigns

Volume 464: debated on Friday 19 October 2007

To ask the Secretary of State for Transport pursuant to the answer of 21 November 2006, Official Report, columns 42-43, on road safety campaigns, how many hits the www.hedgehogs.gov.uk site received in each month since October 2006; and what further assessment of the effectiveness of the website has been conducted since November 2006. (159487)

The number of hits (total number of successful requests for pages) the hedgehogs website has received since October 2006 is set out in the table. As provided in November 2006, I have also enclosed the figures for the distinct number of hosts served.

As mentioned previously, the hedgehogs website is one medium within a broad mix of media channels such as online advertising, PR, partnership marketing and road safety materials used to raise awareness about road safety to children. Our advertising drives children to the hedgehogs site to engage them in more comprehensive road safety information in a fun and engaging way.

Visitor numbers to the site remain encouraging and given the growing proportion of children moving to the internet as their primary medium, we shall continue to use online advertising and web presence to help to boost road safety awareness among children.

Month

Hits1

Visitors2

2006

November

161,435

26,053

December

148,040

47,868

2007

January

123,701

21,668

February

142,438

36,557

March

152,926

33,828

April

121,144

26,101

May

155,984

30,867

June

149,293

29,568

July

136,569

33,880

August

104,979

27,211

September

123,131

27,325

1 Total number of successful requests for pages.

2 Number of distinct hosts served.