PARENTS are being urged to drive home the road safety message to their children following a massive increase in road accident casualties in Burnley, Pendle and Rossendale areas.

Officers from Pennine Division's road policing unit are also warning drivers to cut their speed following a 50 per cent increase in injuries from road accidents.

During the summer months from April to September, 77 people were seriously injured in road accidents, 34 of them being youngsters under the age of 16.

That was a cause of real concern said road policing inspector Dave Shepherd.

He said: "One of our key priorities is to help make the roads safer particularly for children under 16. To see a 50 per cent rise in casualties is very disappointing because a lot of good work has been done to try to improve road safety."

He added: "We have been out to schools, carried out speed enforcement exercises and worked with local authorities on a number of projects to design out faults on danger roads but it still isn't enough.

"We need the backing of motorists and parents if we are to really make a difference."

Police are particularly keen to stress the importance of parents talking to their children about road safety.

Insp Shepherd said: "A number of accidents have occurred because children have run out from between parked cars or not looked both ways before they have crossed.

"Speed or careless driving have been a contributory factor in others. With this in mind I would appeal to parents to play their part in educating children about road safety and I would urge motorists to take extra care when passing places like schools and playgrounds."

He added: "Young children can't judge speed and distance so take extra care and abide by the speed restrictions."