Tufty Fluffytail was born in 1953. It was a hugely successful road safety campaign aimed at young children. The late Elsie Mills MBE created Tufty, who featured in stories for The Royal Society for the Prevention of Accidents (RoSPA). The squirrel and his friends introduced clear and simple safety messages to children.In 1961 The Tufty Club for under fives was launched. More than 30,000 books about road safety were issued to parents. At its peak there were nearly 25,000 branches throughout the country. By the early 1970s an estimated 2m children were members. The movement continued well into the 1980s.