City of York Council has launched a multi-media campaign aimed at younger drivers.
'Alive 2 Drive' comprises awareness-raising posters in venues across the city and advertising on vehicles, in cinemas and student TV.
The message is being reinforced by a series of street theatre performances in the city centre, at colleges, cinemas and retail outlets. The performance uses professional actors to raise awareness of the dangers and consequences of speeding and drink driving.
Tom Foxton, RSO, said: "Last year nearly half of those killed or seriously injured on York's roads were under the age of 25. Many of these casualties could be prevented.
“Research suggests that pressure to conform to a certain image leads to risk-taking driving behaviour among young people. This campaign should challenge this image and hopefully remove one of the biggest motivators for young people to drive recklessly.”