Cumbria Police are highlighting the importance of wearing reflective clothing when out in the dark.
They are urging anyone who is out walking, jogging or cycling to wear something reflective so they can be seen by drivers.
– Chief Inspector Matt Kennerley, Cumbria Police
During the hours of darkness, it can be difficult to see people who are wearing dark clothes. Also with it being winter, people do wear warmer clothing, which often can be dark coloured. Make sure other road users can see you, wear something light coloured, invest in some fluorescent clothing or lights. If you are a jogger or a cyclist, then it is vital to ensure that you are seen. Be seen and be safe.”
Cumbria police will be on the county's roads this week, in a drive to reduce deaths and injuries in accidents.
Their campaign is part of national Road Safety Week.
This year, police are focusing on the dangers posed by the dark, winter nights. They will be urging drivers to reduce their speeds, giving them a better chance of seeing cyclists and pedestrians.
Inspector Chris O'Hare said:
"Road safety is everyone's concern and each one of us can do something to save lives on roads and prevent further tragedies."
Every four days a young person dies, or is seriously injured, in an accident on the Border region's roads.
It is the single biggest killer of young adults in the UK, and now a group of young people - including some from our region - are tackling the issue. They want to influence a forthcoming government Green Paper on young drivers.
They gathered at a special event, with celebrities and politicians, in London, hosted by Fixers, the campaign that gives young people a voice:
To find out more about the ITV Fixers campaigns in the Border region, click here.
New safety procedures for road workers in Cumbria mean that there has not been a serious accident involving maintenance staff for almost two years.
In that time, more than 1,000,000 working hours have been logged on Cumbria's highways without incident, compared with eight deaths among maintenance staff nationwide.
Andy Burns is the general manager of Enterprisemouchel, who maintain roads in the county, and he is asking for drivers to give repair crews a safe environment to work in:
Retired Formula One racing driver David Coulthard is fronting a new campaign aimed at reducing the number of deaths on country roads.
The sporting star - who is from Twynholm in Dumfries and Galloway - wants to show that even the most accomplished drivers can struggle in difficult rural conditions.
Kathryn Samson has this report:
Scottish racing star David Coulthard has fronted a new television advert, aimed at highlighting the dangers of driving on rural roads.
The former Formula One driver is urging motorists to take extra car when driving in the countryside, in a bid to reduce fatalities.
Watch the advert below:
– David Coulthard
"Driving on country roads takes more than simply being aware of the basic Highway Code.
"Increased concentration and greater care is needed to adapt to the muddy tracks and changeable conditions, which make country roads particularly tricky."
– Keith Brown, Transport Minister for Scotland
"In Scotland we currently have the lowest road casualty figures since records began.
"Fatalities are down by 11% from 2010 and while even one death on our roads is one too many, there are encouraging signs of progress.
"It's clear that we are still seeing too many fatalities and serious injuries that are avoidable.
"We know that male drivers make up three-quarters of those killed on our roads and 70% of fatal accidents happen on country roads.
"I hope that David Coulthard, a Formula One legend, can help convince them to change their dangerous driving habits."
The former Formula One driver David Coulthard is starring in a new safety advert which aims to reduce the number of deaths on country roads.
Coulthard, who comes from the village of Twynholm in Dumfries and Galloway, said he is backing the campaign because he did much of his early driving on rural roads in the south-west Scotland.
In the TV advert, Coulthard demonstrates to motorists that even the best drivers adjust their speed on country roads.
An open meeting will be held in Warwick Bridge on plans to divert heavy traffic away from the village.
The proposals would see the A689 diverting traffic away from the A69 at Brampton.
Campaigners say the A689 is a straighter wider road that doesn't pass through any centres of population.