TURN road rage into road respect is the message being driven through in an initiative to cut death and injury.

Cumbria County Council and Capita are working in conjunction with police to change drivers' thinking in some of the area's worst blackspots for road safety.

The Respect project was launched this week in Barrow before being extended to other areas across the county.

Jack Richardson, CCC's cabinet member with responsibility for community safety said the aim was to improve safety and the quality of people's lives.

"National research has shown that pedestrians and cyclists are more vulnerable to road accidents in some areas than others," he said.

Problem locations are being targeted and a number of measures introduced to reduce casualties.

"We expect them to have a substantial impact on the accident figures," said Coun Richardson.