A MAJOR new speed-busting initiative, involving fixed speed cameras for the first time, has been launched on the county's most dangerous roads.

The operation will see mobile and permanent cameras at more than 30 accident black spots across Worcestershire in the first year.

It has been introduced by the Safety Camera Partnership - a joint venture between Worcestershire County Council, The Highways Agency, West Mercia Constabulary and West Mercia Magistrates' Courts Service.

The scheme aims to slash the number of speed-related deaths and serious injuries in the county by 40 per cent - from 247 to less than 150 a year - by 2010.

"We can be confident that in a year's time, as a direct result of safety camera work in local areas, there will be people alive and well who would otherwise have been killed or seriously injured in speed related road collisions," said Trevor McAvoy, Safety Camera Partnership's manager, at yesterday's launch.

Driving too fast for the conditions causes half of serious injuries on county roads.

The campaign plans firstly to get drivers to lower speeds, and over time to change their attitude, bringing about a change in driving culture and behaviour.

The first fixed camera is already in place on City Wall's Road, Worcester, and like those to follow it is bright yellow, clearly visible, and will be fully signposted when operational in the near future.

"We will do all we can to keep people informed and give them all the information possible," said Mr McAvoy. "This is purely a safety measure and judging by previous schemes, I'm sure it will be successful."

Eight areas across the UK have run pilot campaigns - including Northamptonshire, Essex, Thames Valley, Nottingham and Lincolnshire - and individual cameras reduced the numbers of people killed or seriously injured at the sites by 35 per cent.

The scheme will cost more than £3m across the West Midlands region in the first year alone.

Primarily funded by the speeding fines, any shortfall will be made up by the partnership agencies. Excess money from the fines will go, via the courts, to the Treasury.

CAMERA SITINGS

UNDER strict Government guidelines, each camera site must meet the following criteria:

For fixed sites, at least eight personal injury collisions (PICs) over three years, including at least four killed or seriously injured (KSIs) as a result of speed-related collisions

For mobile sites, at least four PICs over three years, including at least two KSIs as a result of speed-related collisions

At least 20 per cent of drivers exceeding the speed limit.

As a result, fixed cameras will appear at the following sites over the next year:

A38 City Walls Road towards Sidbury and towards St Martin's Gate.

B4084 Pershore Road Hampton towards Pershore.

A4184 Cheltenham Road, Evesham, towards Hinton Cross.

n B4096 Rainbow Hill towards the City Centre and towards Blackpole.

A44 Bromyard Road towards City Centre

A44 New Road towards Malvern.

A443 Hylton Road towards City Centre.

A4103 Leigh Sinton towards Worcester and towards Hereford.

Mobile cameras will also be located around the county at:

A44 Bromyard Road towards Bromyard.

A401 B4211 Barnards Green Road, Malvern, towards Barnards Green.

B4638 Woodgreen Drive towards Cotswold Way and towards Newtown Road.

A456 Newnham Bridge towards Tenbury Wells.

A448 Kidderminster Road towards Kidderminster and Bromsgrove.