A major campaign is being set up to cut the number of deaths and serious injuries on Cumbria's roads.
The campaign aims to change attitudes to road safety
The 'It Wouldn't Kill You' campaign will highlight the factors in road accidents including drink and drugs, use of mobile phones and speed.
It will particularly focus on groups identified as 'at risk' from statistics including motorbike riders, van and haulage drivers.
It will be started at the Rheged Discovery Centre, Penrith, on Monday.
The campaign is being led by Safer Roads for Cumbria which is a partnership between Cumbria County Council, the Highways Agency, Cumbria Constabulary, Capita (Road Safety), the Chamber of Commerce, primary care trusts, Freight Transport Association and Cumbria Safety Cameras.
It aims to change attitudes to road safety in the county.
County council cabinet member for highways and infrastructure Kevan Wilkinson said: "Cumbria County Council wants to see the number of people killed and seriously injured on our roads dramatically reduced.
"We believe the Safer Roads for Cumbria partnership is crucial to achieving this goal.
"Our road safety campaign will help all road users change their attitudes to road safety and help reduce the number of accidents on Cumbria's roads."