A CAMPAIGN has been launched to promote Southend seafront's free wristband scheme to keep children safe.

The wristbands, created by Southend police, allow parents to write their mobile number on them, so if their children go astray, a phone call can reunite them.

The Southend Seafront Illuminations Business Association and Adventure Island theme park have paid for 30,000 wristbands to be given away and posters will be going up around the area.

PC Karl Help and PC Ian Harlow, of the seafront policing team, spearheaded the scheme after a successful trial last year.

PC Help said: "Historically, there's been a big problem with missing children on the seafront due to the large crowds we get visiting, especially in the warmer months.

"Last year, it led myself and PC Ian Harlow to have the idea of issuing wristbands to children and, after securing funding for the scheme, it's proved a huge success."

The free wristbands are available from the Southend seafront police office in Marine Parade, Southend Pier, Adventure Island, Sea Life Adventure, Pebbles 1&2, Three Shells Cafe and Pavilion Cafe.

PC Help added: "We would like to thank all the seafront traders for their support of the scheme, particularly Adventure Island.

"Also thanks to Arriva bus company for displaying our posters throughout their fleet of buses and thanks to the Echo for providing a background photograph for our poster."

Mum Alison Brown, 26, of Eastern Esplanade, Southend, said the wristbands would reassure parents during the summer season. She said: "There are worries about children going missing, particularly when the beaches are packed.

"This wristband is a simple idea but I think parents will take it up."