SPEED Down Save lives is the theme of National Road Safety Week which is being supported by local West Mercia Police officers in Redditch.
Organised by the road safety charity Brake, the aim is to encourage everyone to be more aware of their speed and slow down, especially in built up areas.
Police say speeding in the UK is still a major problem.
It causes needless collisions, untold suffering and stops people living safe and healthy lives.
Spokeswoman Vicki Bristow said: “Driving is unpredictable and if something unexpected happens on the road ahead – such as a child stepping out from between parked cars – it is a driver’s speed that will determine whether they can stop in time and, if they can’t stop, how hard they will hit.
“With the increasing amount of traffic it’s more important than ever for people to be more aware of the speed they are travelling and the impact this can have.
“Reducing your speed by just a small amount can make a huge difference on your stopping distance and make a difference of resulting injuries to pedestrians.
“As a pedestrian you are around four times more likely to die if hit at 40mph than at 30mph.”
Hereford and Worcester Fire & Rescue Service is also supporting the campaign.
Area Commander Mark Preece said: “With the changing weather through the autumn and winter the road conditions can sometimes be unpredictable, combine this with the increased traffic on our road networks and it can lead to disastrous consequences.
“We are urging every driver to slow down, as a reduction in speed can make a huge difference to the safety of pedestrians and other road users.”
