WHEN an issue appears to be getting worse, not better, surely the time to take some serious action is nigh.

A few months in to our Parking Mad campaign to urge parents to think about the dangers at the end of the school run, three people have been involved in accidents in the space of a week.

One of those was a child and one adult was taken to hospital.

It's all rather like that recent television programme where Jamie Oliver revealed the shocking truth behind the egg and chicken industries in this country.

Many of us will have been shocked enough by what was shown to pledge never to buy cheap chicken from supermarkets again.

Yet a fortnight on and we're still lured in to the trap of snapping up a two for a fiver bargain in the freezer cabinets.

I'm sure many of the parents at the 16 schools we've so far featured in our campaign will have been aggrieved to see some of the astonishing pictures of young children having to negotiate illegally parked cars and moving vehicles simply to get to their desks.

Yet how many have actively continued to support the appeals from headteachers and the police to show more concern for their children and the youngsters of fellow parents?

Clearly not enough if the latest incidents are to be seen as a glimpse of the future.

So far, I have resisted showing numberplates and faces. We certainly could do, but I feel that while what these people are doing is wrong, the aim is to highlight the dangers and not expose the guilty parties to ridicule or contempt.

But if these accidents don't set alarms going in the heads of these still not heeding the warning signs, surely that decision may have to be revised?