City of York Council is launching a major multi-media road safety campaign aimed at younger drivers, who are the most at-risk group on the roads.

Entitled 'Alive 2 Drive', the hard-hitting campaign will include advertising on vehicles, in cinemas and on student TV, as well as awareness-raising posters located in venues across the city.

The message will be reinforced by a series of street theatre performances in the city centre, at colleges, cinemas and retail outlets around the city. Professional actors will be used to raise awareness of the dangers of speeding and drink driving, and highlight the consequences of this type of driving behaviour.

The council's road safety officer, Tom Foxton, explained: "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 the 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.”

Parents can call the road safety team for a guide entitled 'Helping to make your teenager a safe driver and passenger' by telephoning 01904 551331 or emailing road.safety@york.gov.uk