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Prior to the introduction of the Green Cross Code campaign, a series of puppet animation public information films, featuring Tufty Fluffytail (narrated by Bernard Cribbins) were in regular broadcast rotation across the UK. The childlike red squirrel character, was created in 1953 by Elsie Mills to introduce clear and simple safety messages to children. The success of the character led to the creation in 1961 of The Tufty Club for children under five years of age. Under its auspices more than 30,000 Tufty books about road safety were issued to parents. At its peak there were nearly 25,000 branches of the club throughout the UK, and by the early 1970s an estimated two million children were members. The movement continued into the 1980s.
