A new campaign is aiming to reduce the number of deaths and injuries on one of the most dangerous roads in Scotland.
Almost 70 people have died on the A77 in the last decade
Over the last decade 68 people have died in accidents on the A77, which stretches from Glasgow to Stranraer.
The A77 Safety Group said it wanted to tackle the "unacceptably high" number of incidents on the road.
The year-long campaign will see young drivers educated on safer motoring and the erection of a sign showing accident statistics for the road.
It will be positioned at the newly built overbridge at Floak, seven miles south of Newton Mearns.
A single carriageway rural stretch between Ayr and Stranraer will also be singled out for particular attention.
The group is also examining the possibility of installing Scotland's first SPECS speeding deterrent system, which calculates an average speed using digital cameras, between Bogend and Girvan.
The Scottish Executive is spending £20m to improve six different parts of the route.
Transport Minister Nicol Stephen said: "Improvement schemes and more pro-active policing are not the only ways to reduce speeding and accident concerns.
"Every driver and member of the public who uses the road and footpaths has their own part to play.
"With the public's help and the work being done by the A77 Safety Group to raise awareness of the problems, we hope to make the A77 a safer road to travel."
Sue Nicholson, head of campaigns and policy for the RAC Foundation, said: "The A77 has the unenviable reputation as one of the most dangerous roads in Scotland.
"The RAC Foundation has stressed that positive action must be taken to reduce the unacceptably high number of fatalities and casualties."
Neil Greig, head of motoring policy at the AA Motoring Trust Scotland, said the multi-agency approach meant that the group could react very quickly to problems.
Bob Leitch, chief executive at Ayrshire Chamber of Commerce and Industry, said: "The A77 is a dangerous and busy road which serves the whole Ayrshire community and any action that will help to develop it and make it safer will be strongly supported by us."