Speeding motorists are being targeted in a new campaign to promote child road safety

'Blackpool is 30 or less' is the phrase being used by the campaign -- launched by the council's Travel and Road Safety team -- which urges drivers to slow down and watch their speed as they drive around the resort.

A 30mph speed limit applies on all but three roads in the town and the campaign will use the national slogan 'It's 30 for a reason' as it hammers home the message.

Posters and leaflets carrying the same message are set to be distributed across Blackpool asking residents to pledge to keep to the speed limit.

The new campaign will also run alongside a national 'Think! Road Safety' campaign which highlights the fact that if hit by a car travelling at 30mph a child has an 80 per cent chance of living, whereas and accident at 40mph means there is an 80 per cent chance the child will die.

Children are particularly vulnerable when they are walking to and from school.

Blackpool Council's cabinet member for the urban environment, Cllr Fred Jackson said: "Drivers often don't think about the consequences of speeding, but they need to be reminded that road safety is everyone's responsibility.

"Reducing your speed by just a few miles per hour can make the difference between life and death."

For further details on road safety and how to sign up to the 'Blackpool is 30 or less' campaign, contact the Road Safety Team on 01253 477477 or email roadsafety@blackpool.gov.uk