ROAD safety chiefs in Lancashire are launching a major new campaign to cut the number of deaths on the county's roads.

The Lancashire Partnership for Road Safety wants to save lives by getting drivers to slow down.

The speed-awareness campaign will feature a spoof version of the hit BBC series Strictly Come Dancing' including a dancing Grim Reaper with the stark message: Carry on speeding and you're dancing with death'.

Linda Sanderson, of the Lancashire Partnership, today said: "The campaign will drive home the serious message that excessive, or inappropriately high speed can have fatal consequences.

"Safety camera projects throughout the North West have, over the years, driven down the number of people killed and seriously injured on the region's roads, but we must continue to hammer home the message.

"By working together we can combine financial resources, not only giving value for money, but ensuring that whenever motorists drive anywhere in the North West they receive a common message across a broad spectrum of media."

The Partnership's new safety drive involves a 30- second radio advertisement featuring a spoof dance routine narrative. It involves a Grim Reaper figure and Lancashire dancers Nick and Carol Atack.

The radio advert is complemented by posters and adverts displayed on the back of buses featuring two dancers and a Grim Reaper, along with the Carry on speeding and you're dancing with death' slogan.

The campaign is being run in conjunction with neighbouring bodies in Cumbria, Greater Manches-ter, and Merseyside. The Partnership campaign has been prompted by its bid to meet the government's 2010 road casualty reduction targets. If met, it would see 40 lives saved, 580 fewer people seriously injured, and 760 fewer people slightly injured in Lancashire.

The new campaign coincides with a mini-drive to cut the number of accidents involving motorcyclists over the coming bank holiday weekend. Safety officers will be out in force from May 27 to 29 urging people to Think Bike!' at blackspots, where warning signs will go up.

Ms Sanderson added: "We hope the Think Bike!' signs will remind everyone to be extra vigilant on the roads and arrive safely."