ALMOST a quarter of all the people who died on Lancashire's roads in the last two years were not wearing their seatbelts, according to figures released today by Safer Lancashire.

That's the shocking truth behind a new road safety campaign aimed at reminding people in Lancashire about the importance of wearing a seatbelt.

Organised by Safer Lancashire, the new campaign uses the real story of Rick Pilkington to drive home its message.

He walked away from a major accident on the M6 tahnks to his seatbelt - but the story could have been very different.

Only a month earlier, he had been stopped by a police officer for not wearing a seat belt which Rick believes saved his life...

"I was stopped by PC Dave Dunn. He gave me a £60 fine, but he also spoke to me about my actions. Through his personality and approach, he persuaded me to change my ways.

"Just four weeks later, I was involved in an accident on the M6 involving my van and an articulated lorry. The van flipped, jumped the hard shoulder and rolled onto its side.

"Amazingly, as I crawled out through the wrecked windscreen, the person that greeted me was PC Dunn.

"Quite simply, without wearing my seatbelt I wouldn't be here today."

The Safer Lancashire Partnership advertising campaign will run across the county, particularly targeting men aged 25 to 34, encouraging them to belt up in the car.

Following research showing a key factor in persuading people to wear a seatbelt would be realising their children were copying them, the campaign includes eye-catching imagery of a typical dad, not wearing a seatbelt, with his two-year-old son copying his bad behaviour.

Chief Inspector Debbie Howard from Lancashire Constabulary, said: “It is evident from our observations and from injuries suffered in collisions, that too many people still don’t wear their seatbelts.

“It’s an offence that is viewed as trivial to many, however, in that moment when you need it, a seatbelt will make the difference between being able to walk away from a crash or suffering just a minor injury to one that is life-threatening or life changing as Rick’s case clearly illustrates.”

County Councillor Mike Calvert, Cabinet member for adult and community services, said: "Children can copy bad habits, including not wearing a seatbelt. It's important to set a good example for younger members of your family.

"You should always wear a seatbelt, even on short journeys. People often don't realise that many accidents happen close to home. Even safe drivers can be involved in an accident caused by someone else's mistake.

"If your child copies you when you don't wear a seatbelt, you are putting both of you in danger."

The campaign will also remind parents of the need to properly fit appropriate car seats for their children.

To see a video of Rick talking about his experience, visit: www.youtube.com/watch?v=YuRONQcjcQY

23% of fatalities in Lancashire from 1 January 2009 to 1 November 2011 were not wearing a seatbelt (source - Lancashire Police report). Areas with the highest number of fatalities included West Lancashire.