TRAFFIC congestion in Worcestershire is being targeted this week under an initiative being peddled by the county council.

Employers across the county are being urged to take part in Worcestershire County Council's challenge to encourage staff out of their cars and on to their bikes between now and Friday night.

The initiative, which is also open to schools across the county, will promote the benefits of cycling such as reducing congestion and improving physical health.

But Emilie van de Graaff, employer travel plan co-ordinator at the council, said riding a bike to work could cut the amount of taxes we pay the Government.

"Cycling is not just good for the environment, it is excellent for our health," she said.

"Exercise reduces the risk of heart disease by 50 per cent and strokes by 66 per cent.

"Most people in this country are not active enough, which is putting a financial drain on the health service

"So riding a bike to get to work gives us exercise which reduces health problems, which in turn could reduce our taxes."

As part of the challenge, the business which encourages the highest percentage of people out of their cars will scoop £1,000 to buy cycling stands and facilities.

The winning school will be presented with £500 towards its travel plan.

"This could be used for a number of things, like providing breakfasts for those who cycle into work or shower facilities," she added.

Alwyn Davies, cabinet member for environment and sustainability, said the initiatives demonstrated the council's pledge to promote alternative methods of transport to reduce pollution and congestion.

"The county council is committed to the promotion of cycling as a sustainable and environmentally-friendly alternative to the car," he said.

Schools or businesses wanting to take part in the challenge should register by contacting Nicky Luff on 01905 766810.