Tragic tales 'to cut road deaths'

The campaign aims to reach Staffordshire's young men

A road safety campaigner who lost his twin brother in an accident is helping to lead a campaign to cut the number of road deaths in Staffordshire.

Nick Lloyd's brother was killed when he was 20 years old.

His will be one of the stories from families affected by a road death, which are being used to launch the Don't Be a Loser campaign.

It is targeting men aged 17 to 25 who are involved in 40% of crashes leading to death and serious injury.

Friday's launch will also feature Staffordshire firefighters who will recreate the aftermath of an incident.

'Changed my life'

Mr Lloyd said: "My twin brother was killed in a car crash when we were just 20.

"It changed my life and my outlook forever. It turned my life inside out and I have been on a crusade ever since."

County Council chair Peter Haynes said: "Young men are a key audience. Their attitude is key to cutting death and serious injury on Staffordshire's roads.

"This is a hard message - you will lose more than just respect in a head on collision. You could lose you licence, your girlfriend, your mates, your car, your legs, your future, your life."