According to official government statistics, we are entering the deadliest time of year for children on our roads - with daylight saving ending, says are suddenly shorter, it's darker earlier and drivers aren't yet used to the poor light. 

Add to this the autumn half term break, Halloween trick or treating and fireworks night, it means children are out on the streets and in potential danger - especially if they are not wearing high visibility gear.

Tragically, more than 2200 children died or were seriously injured as a pedestrian or cyclist last year, and it seems between 3pm and 4pm, when they are on their way home from school, is the most hazardous time of day. 

Now Ready brek is teaming up with the Department for Transport's Be Bright Be Seen campaign in an effort to ensure that wearing reflective gear is as much a part of a child's daily routine as a healthy breakfast. They're giving away a pack of reflective accessories - including high-visibility waist coats, beany hats, arm reflectors and a gym sack - meaning you can feel confident your child is safe on the road this winter.

Along for the ride is someone who knows a thing or two about bikes and safety - Olympic BMX star Shanaze Reade. In the following clip she highlights the importance of both:

Be bright be seen and enjoy a healthy breakfast

and for more information visit www.weetabix.co.uk/brands/ready-brek/