A HARD-hitting campaign has been launched to reduce the number of casualties and deaths of youngsters on the county's roads.

The Safer Roads Partnership's Speak up to Slow Down message, aimed at 17 to 24 year olds, aims to empower passengers to speak up when they feel a driver is going too fast.

The campaign features shocking images of the aftermath of a collision to hit home the dangers youngsters face when they get into a car.

Vicki Bristow, communications manager for the SRP in West Mercia said: "The aim of the campaign is to make this age group more aware of the impact and consequences of speeding and to empower passengers to speak up, particularly when their driver is speeding."

Billboards, bus, magazine and cinema advertising is running throughout October and the campaign will also be featured in local colleges and at freshers fairs.

The SRP says the campaign is targeting a difficult group to reach, but draws on research showing that drivers of this age do not make the connection between speeding and dangerous driving, with passengers often worried about speaking up if someone is driving carelessly.

The group says the majority of youngsters do not think they will be involved in an accident and some admit to getting a buzz out of speeding.

The SRP is operated by an independent team of specialist staff, including representatives from Worcestershire County Council, the Highways Agency, Worcestershire Primary Care Trust, West Mercia Constabulary and Hereford and Worcester Fire and Rescue Service.