‘KEEP yourself safe on the roads’ – that is the message from Dyfed-Powys Police as it fights to reduce collisions and fatalities across the force area.

Despite numerous campaigns the numbers of people killed on our roads in Dyfed-Powys, including Pembrokeshire, have not dropped with the county already seeing six deaths this year.

The frustrating situation has led to yet another push to urge drivers to take responsibility for their own actions and take heed of its ‘fatal five’ actions more likely to cause a fatal collision – driving under the influence of alcohol or drugs, excessive speed, careless driving, not wearing a seatbelt and using a mobile phone.

Supt Huw Meredith, Head of Specialist Operations, said since January there had been 22 fatal road traffic collisions in Dyfed-Powys, causing 26 deaths, six of those in Pembrokeshire.

“Unfortunately the figures were very similar in 2014, when there were 23 fatal road traffic collisions and 27 fatalities. We are not seeing any reduction in collisions or fatalities.

“Every fatality is a tragic incident and has a massive impact on the family of the deceased and it ruins the lives of those involved, that is why we are asking road users to consider the five fatal actions,” he added.

He is calling on drivers not to not drink and drive or drive under the influence of illegal or prescription drugs; to kill your speed and just slow down – you’re twice as likely to kill someone if you hit them at 35mph than at 30mph; be aware that a vehicle becomes a “lethal weapon” if driven carelessly; belt up – you’re twice as likely to die if you’re not wearing a seatbelt and to switch off your mobile phone when you set off and don’t use it while driving.

When asked why he thought the message was not getting through so far Supt Meredith said: “Possibly because people think it won’t happen to them. People see a fatal traffic collision in the paper but everyone thinks they’re very good drivers and it happens to someone else. But it’s clear, anytime of day, any day of the week it could be tem. You can’t control other people’s driving, you can only control your own. Do the best you can to drive responsibly, carefully and within the law and then be safe for everyone.”

The force is using a combination of education and enforcement to spread its message and ensure “road users understand their responsibilities”.

Educational campaigns are usually aimed at those most at risk of being in a fatal collision said Supt Meredith, that is younger drivers and motorcyclists.

Operation Darwin, running from March until November, focuses on motorcyclists and up to August 16 440 motorcyclists had been spoken to about the manner of their driving, the importance of speed limits and vehicle maintenance.

“One motorcyclist was caught doing 120mph, that’s a ridiculous speed for driving on the road,” said Supt Meredith.

He reminded people that there was more protection offered in a car than on a motorbike with motorcyclists involved in collisions more likely to suffer serious injury or be killed.

“We’re not telling people not the go out on motorcycles but when they are riding to do so in a responsible manner, that the bikes are fit for purpose, legal and you can be seen,” he added.

In Pembrokeshire three motorcyclists have been killed this summer.

As part of a national seatbelt campaign in March 724 people were prosecuted for not belting up, 191 of those in Pembrokeshire.

Particularly high figures for a simple safety ruling that has been in place for so many years.

“You would have hoped people would have got the message as it’s been in such a long time,” said Supt Meredith.

A speed campaign which ran from April 13 to 19 saw 881 people prosecuted for exceeding speed limits in Dyfed-Powys, in Pembrokeshire 206 were caught.

In June 4,951 drivers were breath tested across the force area and 127 were positive, failed or refused to provide a sample, 36 of those were in Pembrokeshire. Eight people were arrested for driving under the influence of prescription or non-prescription drugs.

Dyfed-Powys sees a massive increase in vehicles on its roads during the summer which may also have an impact on the number of collision, particularly in peak tourist season.

“You could be in a queue of traffic, people can be frustrated and want to get to their location quickly as possible but be patient, there’s no point taking unnecessary risks and increasing the chance of collision – you might not get there on time or in the worse cases not getting there at all.

“The message we are trying to get out is that everyone can contribute to making roads safer by driving responsibly and sticking to speed limits. If people choose not to obey the law Dyfed-Powys Police will take enforcement action.

“Be safe and be careful on the roads,” he added.