SHOCK tactics are being used in an attempt to cut the number of road accidents on Teesside.

A hard-hitting campaign launched by Cleveland Fire Brigade is targeted at 16 to 21 year olds in education and apprentice training schemes who may be about to become drivers.

A short DVD film, called Learn and Live, has been produced, using graphic video footage of road accidents, people being cut free from a crashed car and the injuries people can sustain from an accident.

The intention is to shock - and then provoke thought amongst the next generation of drivers.

The initiative, set up by firefighters in Coulby Newham, Middlesbrough, was launched yesterday at The King's Academy in Coulby Newham, where students were the first to experience the campaign.

School vice-principal Hans Ruyssenaars had already viewed the DVD to make sure it was suitable for the targeted age group.

He said: "The idea was to tell them that cars are wonderful things, but if they are not treated with respect, there is a consequence.

"The footage is pretty graphic, and it certainly made the students think about driving.

"It was aimed at the perfect target, as some of the students are already learning to drive, and this DVD will hopefully help them learn safely."

Steve Walton, Coulby Newham fire station manager, said: "Coulby crews respond to a large number of special service calls, particularly road traffic accidents, as one of the brigade's three rescue appliances, which carry specialist equipment to deal with crashes, is based here.

"We wanted to take proactive steps to reduce road traffic accident casualties, rather than having to turn out and, sometimes, literally pick up the pieces.

"We want to reach out to new drivers about road safety from the start.

"Our message is that, when they do become drivers, they are entering a whole new environment where their decisions and actions can mean life or death for themselves, their passengers and other road users.

"We have been working with partners, including road safety charities, as well as The King's Academy on the project.

"Hopefully, all the hard work will pay off and help reduce the number of accidents in our area and across Cleveland."