Broadband provider TalkTalk has launched a new scheme geared at preserving the UK's loyal band of lollipop ladies, who help schoolchildren cross busy roads.
Citing figures from the Department for Transport, the firm noted that 3,612 road accidents involving children were reported in the last 12 months.
Some 60 per cent of these involved children under ten years old - highlighting the importance of ensuring pupils make it to and from school safely.
TalkTalk is asking its broadband customers to nominate the schools most in need of a lollipop lady.
Tristia Clarke, Commercial Director at the firm, commented: "Having recently learnt of the funding difficulties faced by school crossing patrols, we're no longer looking only at child safety on the 'information superhighway' but also on real-life highways."
The initiative will help get the message across to parents about the importance of online safety whilst helping them ensure their kids have a safe journey to school, she added.
"We see this as a natural extension of our HomeSafe service, which protects children online, as the winning patrols will wear uniforms with TalkTalk and HomeSafe branding," Ms Clarke stated.
All TalkTalk broadband customers can use the HomeSafe network level security product for free, allowing parents to set browsing restrictions for their children.