Failure to look is still the biggest single cause of accidents in York - 18% of all accidents are caused by road users failing to look.

This includes a large number of road accidents which are caused by people getting distracted, often because they are using technology such as iPods, mobile phones and radios.

It's not just motorists who need to be aware of what's going on around them when they're driving - pedestrians and cyclists need to take responsibility for their own safety as well. We hope that the campaign will encourage all road users to 'look again'!

We have developed the Look Again campaign and we are working with North Yorkshire Fire & Rescue Service and the 95 Alive road safety partnership to promote the Look Again message.