A NEW road safety initiative is being launched in East Lancashire after it was revealed that the area is among the worst in the country for road accident deaths.

Young drivers are to be targeted by East Lancashire Health Authority, Lancashire Constabulary and local authorities in a new initiative aimed at tackling the problem.

The scheme, called Roadsafe, will be launched at a special conference in King George's Hall on January 29. Representatives of local organisations involved with the young adults have been invited to attend the conference.

Government statistics have revealed that East Lancashire has 24 per cent more deaths from road traffic accidents than the national average, despite having low levels of car ownership.

From 1994 to 1996, 113 residents in the East Lancashire health authority area died in road traffic accidents compared with an average of 91 in other health authorities nationwide. Roadsafe chairman Brenda Fullard, primary health care co-ordinator for East Lancashire Health Authority, said: "Road safety schemes, school education programmes and police enforcement have all contributed to containing accidents in high-risk locations.

"However, what is needed is a real change in the attitudes and behaviour of drivers to reduce speed. We believe that by joining together to address this problem and creating a groundswell of awareness and support for more responsible behaviour we can make a real impact."

Roadsafe will target drivers between the ages of 17 and 25 and local businesses, private and public sector organisations are being invited to take part.

"The aim of Roadsafe is to make the highways of East Lancashire safer by changing people rather than roads. We cannot do this alone. Everyone can make a real impact by joining together to create more responsible road behaviour," Mrs Fullard added.

Roadsafe is a joint initiative between East Lancashire Health Authority, Lancashire Constabulary, Lancashire County Council and the borough councils of Burnley, Pendle, Rossendale, Blackburn with Darwen, Hyndburn and Ribble Valley.

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