Don't Be A Loser will deliver specific road-safety messages, information and advice aimed at 17 to 25-year-olds.

The campaign kicks off with the theme of summer drink-driving and is followed by seatbelts, Christmas drink driving, mobile devices (phones and Ipods) and speeding.

"All the themes will be delivered through media that appeals to young people, including Facebook, the internet, pubs and clubs, colleges and sixth forms and outside media such as adverts on the back of buses," said a county council spokesman.

"Throughout the campaign there will be competitions and interactive opportunities for young people to share their experiences of our roads, their cars and to discuss and share their views on topical issues."

Young people in this age group represented ten per cent of the county's population but accounted for 31 per cent of killed and seriously injured people on roads, so it was vital local road-safety agencies addressed the situation in a way that advised without preaching.

This type of campaign was a first for West Sussex but was originally delivered in Norfolk in 2006 and was well received in reducing a similar problem.

County council leader Cllr Henry Smith said: "It's an over-used cliché but young people are our future, and to see them killed or seriously injured on our roads is a tragedy.

"We are happy to support this campaign, which is interactive and a step away from previous road safety work."


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