Safer Roads for Cumbria and Dumfries and Galloway Safety Camera Partnership have launched a joint initiative to target young drivers.
The campaign uses Border Television and new media including multi media messaging and Internet sites such as YouTube, and will run until Christmas.
Kevin Tea, communications manager for Safer Roads For Cumbria, said: ”Dumfries and Galloway and Cumbria share a problem with young drivers and a common TV station so it made sense to combine resources to tackle the issue together.
“Because young drivers are notoriously difficult to approach using the traditional media channels we decided to utilise new technologies.
“While we hit parents and extended family members through the TV advertisements, smaller versions can be downloaded from our websites onto mobile phones and sent as MMS messages to sons, daughters, brothers, sisters, nephews and nieces.”