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Flowers remind drivers of perils

To encourage drivers to slow down - and to remind them of the potential consequences of driving too fast - shoppers across Cumbria are having a special road safety message spelled out to them by Safer Roads for Cumbria.

58 people were killed and 374 were seriously injured on Cumbria's roads in 2004, and to reinforce the seriousness of this situation, slow down has been written in flowers and is being displayed in the back of a funeral hearse. Shoppers are also being handed a single white carnation with a label saying 'Don't say it with flowers' to really push the message home.

Safer Roads for Cumbria is a partnership between Cumbria County Council, The Chamber of Commerce, Cumbria Constabulary, The Highways Agency, Capita (Road Safety), the Primary Care Trusts, the Freight Transport Association and Cumbria Safety Cameras. According to police research, Cumbria's roads are the second most dangerous in the country.  

Safer Roads for Cumbria campaigns are designed to run alongside other campaigns both locally and nationally. The campaigns focus on different driver groups at different times of the year and will include motorcycles, HGV drivers, cyclists, company car drivers as well as the leisure driver.  

For further information contact Kate Stark, 01228 601009, ksta@cumbriacc.gov.uk.