Rising death toll on roads leads to campaign

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Rising death toll on roads leads to campaign

A new type of safety strategy is being launched to try and cut the numbed of fatal accidents on Gloucestershire's busiest roads.

The Route Aware Campaign will target a specific road, the A40, and will highlight the dangers of motorists not being fully focussed when using it.

The Route Aware Campaign will target a specific road, the A40, and will highlight the dangers of motorists not being fully focussed when using it.

So far this year, eleven people have been killed in the Cotswolds - that's more than double the number for the whole of 2006.

A 24-year-old man and a lorry driver died in separate accidents on the A417 last week and another nine lost their lives elsewhere in the Cotswolds this year including six on the A40.

Councillor Julie Girling, Lead Cabinet Member for Road Safety said: "In light of the sharp increase in fatal accidents this year, we are trying something different in the hope that by targeting the A40, it will enable us to get our message across more effectively. With about 12,000 vehicles using this route through the Cotswolds every single day our messages will be seen by many road users."

From today, motorists will see large Variable Message Signs on the side of the A40 highlighting the increase in road deaths in the Cotswolds as they leave Cheltenham or enter the county from Oxfordshire.

Signs have also been put up along the 18-mile route to remind drivers of the main road safety themes of this campaign:

* Don't Get dead Close
* Kill Your Speed
* Seat Belt On
* Over Take When Safe

Posted : 10/08/2007 13:26:33

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