Drivers are being urged to look out for children on the roads as pupils go back to school at the start of the new term.
Blackpool Council is reminding motorists to be more alert on residential roads and nearby schools, where children are likely to be present.
A child pedestrian is approximately four times more likely to die when hit at 40mph than 30mph, according to official figures.
Blackpool currently has a 30 or less campaign running in the town.
Coun John Jones, cabinet member for highways and transport, said: “We do a lot of work promoting road safety education in schools to teach children how to cross the road safely, but drivers need to play their part too and acknowledge that speed limits are a maximum and not a target.
“Children behave differently to adults when near the roads so drivers need to slow down. Always expect the unexpected and drive as though your own child was nearby.”