To the mother of six-year-old Bobby Colleran, her son was “perfect”.
The schoolboy was killed as he was struck by a van in a road accident outside his school in West Derby, Liverpool in 2014 while walking with his mother Joanne Colleran.
But despite the crushing weight of her grief, Ms Colleran has dedicated the past decade to making sure other children in the city are safer on the roads.
The charity she founded in the wake of his death, The Bobby Colleran Trust, has now launched an animated road safety video to educate children in schools.
It is hoped the video, voiced by radio presenter Leanne Campbell, will be played to primary schools nationally.
But it is only the latest in a years-long effort.
Immediately after his death, the trust managed to turn the phrase ‘Slow Down for Bobby’ into a catchphrase recognised across Merseyside, as part of a campaign to introduce 20mph zones outside city schools.
Speaking after the launch of the new video, Ms Colleran said: “I kind of look and I think, well, you know what, I’ve done my job because that’s what I set out to do.
“I know Bobby would love it. He loved helping people, so he’s still doing it.”
Speaking about her son on the 10th anniversary of his death last year, Ms Colleran said what happened to him had “touched so many people”.
“It could be any parent out there just going to school with their child.”
Speaking about Bobby, she said: “Everyone thinks their children are perfect, but he was just the most perfect little boy.
“He kind of had everything. I always say he was so handsome and he was so funny, he had the most funniest little character, but he was really caring.
“And I think that’s one of the things that keeps me going all the time because I know he would want me to be making a difference out there.”
The charity she founded is based behind Bobby’s school, Blackmoor Park Infant School on Leyfield Road where the accident happened.
It also hosts a child bereavement support service called “Take Care for Bobby”, aimed at supporting young people affected by grief.
Ms Colleran said she wanted to create the service after Bobby’s brothers – Harry, Frankie and Georgie – needed specialist counselling following his death.
Every year on 13 March, the trust also holds “Wear Blue for Bobby Day”, calling on people to wear an item of blue clothing in his memory.
Joanne added: “I always say he does it with me, he’s there with me making everyone safe.”