Residents star in safety campaign

Brighton and Hove residents are featuring in a new road safety campaign designed to give a real picture of how people use transport every day.

Members of the public are shown driving, riding, walking and cycling in posters being put up around London Road and Lewes Road.

These are two of the city's busiest roads, usually packed with shoppers and other road users, and the campaign hopes to cut the number of accidents in these areas.

Messages on the posters will urge road users to "look out for others" and to "share the road, share the responsibility, make it safe". The theme will be reiterated in a radio advert to be aired across the region during the month.

The safety drive follows a study by the Sussex Safer Roads Partnership (SSRP) that identified groups and locations most at risk of road collisions in the city.

It showed that young pedestrians, cyclists and moped riders were particularly vulnerable, as well as motorcyclists of all ages.

Brighton and Hove's cabinet member for environment councillor Geoffrey Theobald said: "Residents appear in the campaign posters going about their daily journeys. By raising awareness of different road users we aim to change the attitudes and behaviours that cause collisions and encourage good road safety habits, so everyone is safe."

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