A CAR club that would see a pool of vehicles available for Worcester residents to hire on an hourly basis is on the cards in a bid to clear traffic jams from the city's roads.

A range of ideas are being mooted in an effort to encourage people to ditch their cars in favour of walking, cycling or using public transport.

The initiatives will be funded by a £3.5m government grant, awarded to Worcestershire County Council last year after it was declared as one of only three areas in the whole country to become a 'Sustainable Travel Town'.

Now the council has a vision - clear roads, fitter residents and a cleaner environment, all by 2010.

If the project proves a success, it could be used as a model and rolled out across the country.

To kick-start the drive, extensive research was carried out, which saw more than 4,000 Worcester residents compiling 'travel diaries', which showed:

n More than half of car trips are less than 5km.

n Three quarters of all trips begin and end within the city.

n More than 66 per cent of journeys made by Worcester residents are by car - a proportion expected to grow unless alternatives are promoted.

n Only a quarter of car trips are more than 10km.

Ploughing cash into improving walkways, cycle routes and bus services is another way the council is hoping to change people's current behaviour.

Amy Bayliss, spokeswoman for the project, said: "We hope the car pool idea would be really popular because it's great for people who only need a car occasionally".

Walking, cycling and public transport maps will also be produced as well as a hard-hitting publicity campaign.

The council has enlisted a team of officers who have been going into city businesses, schools and even people's homes, helping them to draw up 'travel plans', encouraging them to stop driving.

So far 14 schools and nine employers in Worcester have signed up for travel plans.