Blackpool Council has launched an ambitious new campaign, which aims to cut the number of road deaths in the city to zero.
‘Vision Zero’ will educate road users about the dangers they face and the importance of acting responsibly - whether they are driving, walking, riding or cycling.
Carol Bracegirdle, principal officer for travel and road safety, said: “Our vision is no more lives lost on our roads. We want to encourage everyone to use the roads as safely as possible and this means acting responsibly, getting the correct training and abiding by the law.”
The campaign is loosely based on Sweden’s Vision Zero policy, which aims to reduce fatalities and serious injuries to zero by 2020. It was launched on 12 September at Blackpool Town Hall.