In partnership with kmfm, we’re distributing 25,000 reflective tags to primary school children across Kent to help improve visibility during journeys to and from school.
The tags can be attached to coats, backpacks and school uniforms, helping children stand out in low-light and making it easier for drivers and other road users to spot them.
High-visibility clothing, like the reflective tags, plays a vital role in road safety as they can be seen by drivers using headlights from up to three times the distance compared to non-reflective materials.
The annual campaign forms part of KCC's ongoing commitment to improving road safety and raising awareness of the role visibility plays in helping to prevent collisions.
The campaign highlights the simple steps everyone can take to improve their visibility during autumn and winter, when darker mornings, earlier evenings and poorer weather can make it harder to see people on or near the road.
Pedestrians, cyclists, and horse riders are encouraged to wear reflective gear in the dark and bright, fluorescent clothing during dull daylight hours. Motorists are reminded to check their lights and keep lenses clean to ensure they can see and be seen clearly. We would also remind motorists to take extra care to look out for more vulnerable road users during the darker conditions.
“The Be Bright Be Seen campaign is all about encouraging simple changes that can help keep people safe, and we're delighted to be working with kmfm to get these reflective tags into the hands of children across Kent.”
Peter Osborne, Cabinet Member for Highways and Transport, said: “As we head into the darker months, making yourself visible is one of the easiest and most effective ways to stay safe when travelling. Whether you're walking to school, cycling to work or riding on the roads, being seen by other road users can make a real difference. The Be Bright Be Seen campaign is all about encouraging simple changes that can help keep people safe, and we're delighted to be working with kmfm to get these reflective tags into the hands of children across Kent."
Juliet Owen, Head of Commercial at KM Media Group and kmfm said: "We are delighted to continue our long-standing collaboration with KCC on the ‘Be Bright Be Seen’ campaign this year. Championing this vital initiative remains a key priority for us, as we work together to protect and improve child safety on our roads throughout the winter months.”
Underpinning this message across all road users is essential to encouraging safer behaviours and contributing to KCC’s Vision Zero strategy - a strategy aimed at eliminating deaths and serious injuries on our roads.
If you would like your school, class, club or youth group to be in with the chance of receiving the free reflective keyrings, find out more and register your interest.
The last day to apply is Sunday 18 October 2026.
