Drivers are reminded to exercise caution around driveways and footpaths after a child died after being run over in Tauranga yesterday.

Police were called to Carlton St shortly after 3pm, a police spokeswoman said.

"Sadly, the child died at the scene."

The serious crash unit has been notified, she said, and police are investigating the crash.

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A local woman said a man, believed to be the father of the child, was crying uncontrollably while squatting on the driveway.

Two police cars, one fire engine and at least five police officers and fire crew were also seen outside the house where the crash happened.

A police officer attempted to console the father, said the woman, who did not want to be named.

"It's just so sad and shocking that something like this can happen so close to home."

Today, police could not confirm any further details, saying inquiries were still in the early stages.

But the police spokesman said drivers are reminded to exercise caution around driveways and footpaths.

''As a driver, it is your responsibility to make sure the area around your vehicle is safe, especially around residential driveways where children could be playing.

Police were called to the scene shortly after 3pm. Photo / File
Police were called to the scene shortly after 3pm. Photo / File

''It is easy for young children to disappear below normal vehicle sightlines and blind spots, so drivers need to ensure the space is clear around them.

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"Children are most vulnerable to vehicles when they are moving in and out of driveways, so please take care and take your time when backing out.''

Safekids Aotearoa has also been running a campaign to stop children dying.

Central to the campaign is the "check for me" photo frame key rings.

"We encourage parents to place their child's photo in the key ring, so there's an emotional reminder to keep kids safe," the organisation said.

"We are hoping to connect with drivers on an emotional level to make them check and think before they turn the key and hit the accelerator."

Its message is for drivers to check for children before they turn the key, walk around the car, and make sure children are in a safe place and supervised by an adult.

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Road safety charity Brake is running a similar campaign urging drivers to think of their vehicle as if it was a rhinoceros - a heavy beast that can easily kill.

READ MORE:
Child killed after being hit by car in driveway in Tauranga
Tragic toll of driveway accidents
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Each year, on average, about five children are killed by cars on driveways in New Zealand.

They are usually at home, and their parents are usually behind the wheel.

Just three days earlier, Michael Murray, 52, pleaded guilty to fatally hitting a 1-year-old girl while reversing out of a driveway in Hamilton.

Murray pleaded guilty to careless driving causing the death of Lilah Brooks on December 8 last year.

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But what happened the day Lilah died won't be revealed until Murray's sentencing.

In January, another child was killed after being hit by a car in a South Auckland driveway on Smiths Ave, Papakura.