A dad whose son suffered a head injury after being hit by a car wants the speed limit dropped to 20mph.
Nigel Winkle, 47, is demanding action after Sam, 9, was injured in the crash near the Post Office in Hemswell Cliff.
Sam was on his way to buy milk for his mum when he was hit by a black Ford Escort on the A631.
He was airlifted to Hull Royal Infirmary before being transferred to St James University Hospital in Leeds.
Police said his condition improved over the weekend and he was transferred back to Hull for further treatment, where he remains.
The driver, a man from Doncaster, was not injured.
Mr Winkle, a salesman, who lives in Lloyd Place, in the village, now wants the 50mph speed limit reduced by 30mph near the crash site.
"He was just going to get a pint of milk for my wife," said Mr Winkle.
"I don't know if my lad just stepped out in front of the car or if the car saw him or not.
"But that's not the point. It's just happened and I'm not apportioning blame.
"We need a pedestrian crossing between the camp side of the village, where the primary school and the shop are, and the other houses over the road.
"The speed limit needs to be put down to 20mph, just like outside schools, simply because the only access to the shop – the only shop in the area – is across that road.
"Kids are running back and forwards all the time for milk and sweets and whatever – it's just unfortunate that my boy has been injured."
Dad-of-three Walter Smith, 27, who lives in the village, shared Mr Winkle's safety concerns.
"Kids are crossing the road all the time and I'd like to see the speed limit through the village lowered as well," he said.
Before the speed camera was installed in the village in 2004, six people were killed or seriously injured in crashes, compared to two since then.
There is also a pedestrian refuge in the middle of the A631 near the Post Office.
But residents say more people are now crossing to use the store since the shop on the camp side of the main road closed.
Chairman of Hemswell Cliff Parish Council Vicki Kirman said: "We have already started the process of asking the county council for a lower speed limit.
"Somehow we have to reduce the limit but the only thing I can think of is the 'slow down' signs that illuminate if people go too fast.
"Over the last 20 years we have worked really hard to improve road safety and we now have a pedestrian refuge, a 50mph limit, double yellow lines, a narrower road and a speed camera."
Lincolnshire Road Safety Partnership was unable to comment as the police investigation into the crash on September 7 is ongoing.
Meanwhile, the county council is to reduce the 60mph speed limit in Swinhope Road, Brookenby, near Market Rasen, to 40mph after Donna Sleight, 11, was struck by a car on July 25.
She suffered a bleed on the brain but recovered.
Witnesses to the crash at Hemswell Cliff, which happened at about 6pm on Friday, September 7, should call Lincolnshire Police on 101.