By Pam McClounie

Last updated 12:33, Saturday, 03 May 2008

The News & Star launched the Safer Roads for Cumbria campaign in November 2004, in an attempt to get drivers to kill their speed, not people.

Hard hitting: Firefighters give a demonstration of how they cut trapped people out of a wrecked car. News & Star reporter Pam McClounie is bandaged up as she is cut free

It came on the back of a spate of road deaths involving young people.

We spoke to the grieving parents left behind following their child’s death to hit home the message for a need to slow down and watch out for hazards on the road.

Since its introduction the number of people who have been seriously injured on the county’s roads has decreased but the numbers dying has not – particularly youngsters in multiple fatalities.

Each of the partners in the SRFC group has specific individual skills or experience that contributes to the overall road safety plan.

The partnership operates by educating different driving groups such as youngsters, motorcyclists, cyclists and car drivers.

Each month focuses on a different campaign. In winter the campaigns tend to centre around winter driving, while the spring looks at motorbikes and hazards and the summer concentrates on drink driving.

Texting, using a mobile phone when driving, speeding, be safe be seen and fatigue are also areas of driving which the campaign looks at.

Each year the police hold a RoadSafe day, usually at Carlisle Racecourse, to educate people about the dangers of the road.

Kevin Tea, spokesman for the Safer Roads for Cumbria partnership, said: “Safer Roads for Cumbria relies on the skills and expertise of its members to reduce killed and serious injury collisions on the county’s roads.

“Its relationship with the media is very important because it relies on news coverage to get key messages across to that invisible and unknowing partner, the general public.

“The News & Star has been proactively working with SFRC for four years and has been a vital conduit, bridging the gap between the professionals and the drivers who are the target for road safety messages. The paper’s willingness to go the extra mile in its support has been a key factor in the success we have achieved so far and we look forward to a long and successful working partnership together.”

Safer Roads for Cumbria partners are: Cumbria County Council; Cumbria Constabulary; Cumbria Fire and Rescue Service; the Highways Agency; Capita Symonds; Cumbria Safety Cameras; Cumbria Chamber of Commerce; the Freight Transport Association; Primary care trusts.

PMcClounie@cngroup.co.uk