A poster for the campaign

Twin reasons to fight speeding drivers

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

Nick's tale, and other tragic stories of families torn apart will help launch Staffordshire's new Don't Be a Loser campaign targeting lads between the ages of 17 and 25. There will also be a graphic recreation of an accident.

Young male drivers make up just 10 per cent of the population but are involved in a massive 40 per cent of accidents which result in death and serious injury.

That's why the County Council's Road Safety team are launching an innovative and interactive campaign aimed at getting them to log on to the realities of what they have to lose - their car, their license, their girlfriend, their mates and ultimately their own life.

The launch will feature fire-fighters from Staffordshire recreating the aftermath of a real-life reckless driving incident when the team had to battle to cut a couple of teenagers out of their crashed car to save their lives.

The Campaign has been formulated to take the message out to a youth audience using the media and the language they enjoy - using posters and postcards and via the internet, in bars, at cinemas and interactive games.

The Don't Be a Loser website - to be launched on the day - will contain an interactive game based on the MTV Pimp My Ride concept.   

Staffordshire County Council is being joined by Staffordshire Police and the Fire Service to push the message.

Staffordshire Road Safety Campaigner Nick Lloyd has his own reasons for being passionate about the campaign.

He said: "My twin brother was killed in a car crash when we just 20. It changed my life and my outlook for ever. It turned my life inside out and I have been on a crusade ever since,"

County Council Chair Peter Haynes is giving the campaign his 100% backing.

"Young men are a key audience. Their attitude is key to cutting death and serious injury on Staffordshire's roads. It's a hard audience to reach but it is critical. This is a hard message - you will lose more than just respect in a head on collision. You could lose you license, your girlfriend, your mates, your car, your legs, your future, your life."