The parents of a schoolboy who was knocked down and killed by an unlicensed driver will today help launch Road Safety Week.
This year's campaign, coordinated by road safety charity Brake, wants to persuade drivers to reduce their speed outside schools to 20mph.
The campaign is backed by Hayley and Steve Leighton, mother and stepfather of 12-year-old Jamie Mason, from Wolverhampton, who died in January after being hit by illegal immigrant Aaron Chisango.
Chisango (27), from Telford, admitted drink-driving and having no licence or insurance.
He was jailed for two months.
The launch, featuring 25 pupils representing the young pedestrians and cyclists killed or seriously injured on West Midland roads every month, will take place at Jamie's school, Wednesfield High.
Two children will also demonstrate the difference between stopping distances at 20mph (12 metres) and at 30mph (23 metres).
Mrs Leighton said: "Jamie's death caused indescribable suffering to my family and the pain never goes away.
"But most drivers think it's okay to speed a little bit and never think they will kill a child.
"I am helping to launch Road Safety Week to convince drivers, once and for all, to drive at 20mph or slower
around schools and homes.
"If every driver across the West Midlands makes this commitment today, we will be working as a community to stop needless tragedies like the death of my son."
Jamie's parents will be joined by Sheila Middleton, whose six year-old son James Middleton was killed in September 1992, while out walking with his mother.
He was dragged along for 70 yards. He was taken to hospital but pronounced dead on arrival.
Mary Williams, chief executive of Brake, said: "It is unacceptable that our children live in fear of traffic, but it is worse that their fear is legitimate - a child is hurt or killed on UK roads every 16 minutes.
"Drivers give all sorts of excuses for speeding and tell us it is hard to stay under limits all the time.
"Try to imagine how hard it is coping if you are a parent whose child has been killed, or been paralysed for life."
Children's Minister Beverley Hughes said: "Every death of a child on our roads is one death too many.
"I am personally committed to enabling our children to walk and cycle in safety. It has all sorts of benefits for children ' s health and development.
"I hope drivers will use Road Safety Week to think about how their actions behind the wheel can have huge repercussions upon local communities and make the commitment to slow down whenever children are about," she added. n Meanwhile, Jamie Mason's family were victorious last week when the Government announced new motoring offences with tougher jail terms.
The move was a triumph for the 50,000 people who backed the Justice for Jamie campaign after his death.
Home Office Minister Fiona Mactaggart announced that the Government is to table amendments to the Road Safety Bill to create two new offences.
They are causing death by careless driving, with a penalty of up to five years in prison, and causing death when driving while unlicensed, disqualified or uninsured, with a penalty of up to two years.