IT’S 37 years since Jimmy Savile urged us to ‘clunk, click, every trip’.

His public information film had a major impact on behaviour, playing a major role in encouraging people to wear seatbelts.

But now it seems we have taken a step backwards and become complacent.

A survey of East Lancashire primary school pupils revealed that more than half are not belted up by their parents.

You expect the odd parent to be blasé about safety, but not the majority.

That is why the survey is shocking, particularly in an area which is renowned for family values and care of children.

In almost every other situation these same parents would do anything to protect their kids.

But, by not taking a few seconds to clip the seatbelt in place, they are committing a grievous mistake.

In an accident a child without a seatbelt is flung at the speed the car is travelling, until he or she is brought to a terrible stop against the dashboard, road or windscreen.

Usually, they are then left with horrendous injuries.

For some reason many parents have become deaf to the seatbelt message.

Today our campaign Love Your Kids? Belt Them In! aims to get through to them again.

Please, help save your children’s lives.