Young male drivers in Cambridgeshire are being told to slow down if they don't want to kill their girlfriends.

The emotive message comes from the county's road safety partnership in the lead up to Valentine's day.

Statistics show that men of that age are more likely to be involved in a serious or fatal crash. During 2008 72 people aged between 17 and 24 died or were seriously injured on the county's roads, the majority were young male drivers. In addition more girls die as passengers in cars.

According to the Cambridgeshire and Peterborough Road Safety Partnership, changing the attitude and driving behaviour of young males has traditionally proved difficult. The message that they themselves could be killed or seriously injured through driving unsafely all too often gets ignored.

However, research reveals that the prospect of killing or maiming someone they love was potentially key to young males taking notice and refraining, for example, from driving too fast, without enough care and attention or handling control.

Road Safety Officer Phil Rennie has this message for drivers "Please slow down, just remember next time you get in a car you could kill someone. It could be yourself, you loved one, your girlfriend a mate or a member of your family."

As part of the campaign a theatre production has been produced by students at Cambridge Regional College. The 40 minute performance will tour colleges around the county to promote the messages to students.

Star Radio listeners have also been getting involved. They took part in a road safety advert competition where they were asked to produce a 30 second radio advert with the For My Girlfriend theme. To find out more about the entries click here