Staffordshire County Council has called on residents to stick to the new lockdown rules with a new catchphrase - "Do it for Staffordshire".

The council is hoping that residents will "Do it for Staffordshire" when it comes to complying with the latest lockdown in a bid to turn the tide on rising covid-19 cases.

As we head into the second week of lockdown, the authority says the county's rates per 100,000 of the population are now almost 60 percent higher than the average rate for England.

Alan White, Leader of Staffordshire County Council, has warned that if residents do not follow the new lockdown guidance, then the county could face further measures when the current restrictions are due to end in December.

He said: "Each and every one of us must do everything we can to stick to the new rules, as we now have less than four weeks to show the Government we can turn this situation around.

"It is still a little too early to say whether the restrictions are working, but we need to be clear that if they don't, more lives will be put at risk and businesses face being closed for longer.

"This needs a collective effort like never before. So please stick to the rules. Do it for yourself, do it for your family, do it for schools, do this for local businesses … together let's do it for Staffordshire."

Days before England was placed into a second national lockdown, the Government had escalated Staffordshire from Medium to High alert status for the virus.

Although schools have remained open, the Government has told people to stay home and only travel for essential purposes such as work, food shopping, exercise, education and medical appointments. All shops deemed non-essential, as well as leisure and entertainment facilities are closed.

It is now illegal for people to socialise with others outside their household indoors or in a private garden, unless they are part of a support bubble. They are only allowed to meet with one person from another household outdoors.

Dr Richard Harling, the county's Director of Health and Care, said: "Despite everyone's best efforts, the numbers are continuing to rise at an alarming rate.

"Following the new rules and sticking to the basics of: Washing your hands regularly, covering your face on public transport and in shops and keeping your distance of 2m is our only chance currently to stop the rapid spread of infection."