A town centre shop is giving out free fluorescent jackets to youngsters to help them stay safe during the school run.
Hemel Hempstead Specsavers director Mervyn Marsh visited five schools this week to dish out 500 of the high visibility vests.
Mervyn said: “We are going to try over the next 12 months to cover every primary school in Dacorum.”
Although the businessman admits the scheme is a great advertising opportunity as the vests display the Sepcsavers logo, he also says it is a way of giving back to the community.
“We are investing in future customers,” he said.
“If I can get 4,000 school kids going to school in the morning wearing the high vis jackets that say Specsavers, that is massive advertising.”