Last updated 11:25, Monday, 03 November 2008

A NEW tool has been unveiled in the fight to drive down the number of people killed on the county’s roads.

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A new hi-tech gadget will carry the road safety messages to hundreds of mobile phone users in a bid to raise awareness and reduce accidents.

Safer Roads for Cumbria unveiled the new Bluetooth powered device, which will beam safety messages to phones that have the Bluetooth facility activated in the Carlisle city centre area.

This project is being launched as part of a national seat belt campaign which starts today.

Kevin Tea, communications manager for Safer Roads for Cumbria, said: “The device transmits a message to all Bluetooth enabled phones within a set distance and asks them if they want to receive a message from Safer Roads for Cumbria.

“If they accept a small animated graphic is transmitted to the device which they can watch, save and transmit later as a MMS message to friends.”

He added: “The device is ideal for targeting specific audiences such as young drivers as the internet and mobile phone are accepted as the best ways of getting a message through to them.”

It is hoped the device will help with other campaigns in the future, and Mr Tea said: “We could run a Christmas drink drive promotion within a club whereby if they accept the message and show it to bar staff they qualify for a free non-alcoholic drink.”

Although the device is currently being used to transmit road safety messages, other agencies have already shown an interest in using it including the fire and rescue service for a smoke alarm campaign and the police.