Norfolk in youth road safety bid

A hard-hitting road safety campaign devised by Norfolk County Council is to target young drivers in the region.

The council wants to lower the number of traffic accidents in the county involving 17 to 24-year-olds.

It has hired Norwich-based agency Foxmurphy to lead the £100,000 account.

'This is particularly aimed at West Norfolk where there is a large rural population,' said account director Helen McCorry. 'There isn't a heavy police presence and people feel they know the roads well, so they adopt bad habits such as drink driving.'

The campaign involves a local media relations drive as well as ads on radio, billboards, buses and in cinemas.

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