A CAMPAIGN has been launched to highlight the importance of road safety and the trauma caused by road accidents.

Firefighters from the Avon Fire and Rescue Service visited AXA Sunlife's offices in Stoke Gifford to talk about their experiences of dealing with accidents and crashes.

They took with them a Peugeot 206 that had been damaged in a road collision, and showed how they rescue people from wrecked vehicles.

The car's radio also broadcast news reports about the statistics affecting young drivers, while fire crews described to AXA Sunlife staff the harrowing scenes they are regularly faced with on the roads.

A set of beer goggles also featured in the presentation, to represent how drinking impairs judgement and a driver's ability behind the wheel.

The campaign is aimed at all drivers, but particularly those between 17 and 24 – the age group most at risk from serious injury or death in car accidents.

Fire fighters visited AXA Sunlife because a large number of staff fit into the age group being targeted by the campaign.

Avon Fire & Rescue community safety officer, Stuart Matthews, said: "We try to stay away from the 'finger wagging' approach, but instead try to make young drivers understand what a frightening and harrowing experience an RTC can be, not only for those unfortunate enough to be involved in one, but also for the emergency services who respond to them.

"The presentation gives young drivers an opportunity to question firefighters about their experiences and hopefully go away with a more considered attitude."