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Kent unveils £1.3m campaign to drive home safety

The experiences of people in Kent who have been deeply affected by road crashes are to be used in a £1.3m road safety campaign.

Kent County Council wants to meet government safety targets by 2007 - three years early - and is making its largest investment so far in the new campaign.

Data shows that the number of crashes where people are killed or seriously injured in the county is decreasing - but the council says that reducing casualties further could save £215m for Kent hospitals and emergency services.

The campaign has been developed by the council and Kent hospital trusts and aims to discourage drivers from speeding, drink and drug driving, and using mobile phones. It aims to prevent 478 people being killed or seriously injured in the county in 2007.

Councillor Graham Gibbens , transport spokesman, said the campaign will set out to 'drive home the fact that crashes affect you, your family and friends'. He added that the campaign would use the experiences of Kent residents whose lives had been 'deeply affected'.

The campaign will have the strap line It will cost you in the end - referring to points on licences, court fines and even injury or death.

For further information go to: http://news.bbc.co.uk/1/hi/england/kent/4307460.stm