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It is your job as a parent to set boundaries for your children and then make sure the boundaries are maintained. If a child is told to look both ways before crossing the street, and doesn't, it is time to reaffirm the boundary. Discuss it with them and you may want to consider not allowing the child to cross the street unless accompanied by an adult until they learn the appropriate behavior. It shouldn't take but a few times for that lesson to be learned, and it may save your child's life!