Cyclists and motorists are being urged to be more courteous and to look out for each other in a new road safety campaign.

'Look Out' is the latest campaign from the Staffordshire Safer Roads Partnership (SSRP) to help reduce the number of collisions involving cyclists within Staffordshire and Stoke-on-Trent.

Drivers are being asked to look out for cyclists and to allow extra time and space for them to manoeuvre safely, especially at roundabouts, junctions and when turning. The Highway Code states drivers should give cyclists as much room as you would do when overtaking a car. A minimum of 1.5 metres is considered a safe passing distance when overtaking cyclists at 30mph.

Cyclists should also make sure both themselves and their bikes are prepared for each ride by using the correct lights and wearing bright or high-vis clothing to ensure they can be seen. They are also being encouraged to maximise their visibility by using the most appropriate lane position and making eye contact to check other road users have seen them.

Speaking on behalf of the Staffordshire Safer Roads Partnership, David Williams, Cabinet Member for Highways and Transport at Staffordshire County Council said: "Staffordshire has some of the safest roads in the country, which is a record we are extremely proud of and have worked hard to achieve.

"With many more vehicles and cyclists now on our roads, it is important for everyone to be considerate and respectful of other road users whether that is on a bicycle or in a vehicle. By being courteous and following the rules of the road we can all help to reduce the number of accidents and make our roads even safer."

Daniel Jellyman, Cabinet Member for regeneration, infrastructure and heritage at Stoke-on-Trent City Council and SSRP Joint Chair, said: "Public highways are there for everyone and we should all respect every road user's right to travel safety. It is essential that cyclists and drivers, who are often the same people, follow the rules of the road so that they can live in harmony and stay safe on our streets.

"As the days start to get longer and the weather improves, I am sure there will be plenty of cyclists out enjoying the fresh air and the fantastic scenery we are blessed with in the county. Road safety is one of our top priorities and we're continually working with partners in neighbouring councils and the emergency services to reduce road casualties in Stoke-on-Trent and Staffordshire. Thankfully our roads have a good safety record when compared against other areas nationally due to all the hard work we put in and we're determined to keep it that way."

The campaign includes a series of social media posts, tips and resources for drivers and cyclists, and people are being asked to share the content with friends, family and work colleagues.