A FRESH bid has been launched to drive down the number of people killed on Essex roads.

The Safer Essex Roads Partnership has launched its Vision Zero strategy – a ambitious new initiative to achieve zero road deaths in the county in the next 20 years.

Essex County Fire and Rescue Service is taking part in the scheme.

It is urging the public to download the free What3Words smartphone app to help 999 services locate callers quickly in an emergency.

Head of prevention Will Newman said: “While considerable success was made in reducing the number of deaths and serious injuries recorded on the roads of Essex between 2005 and 2020, there were still 42 deaths and 675 serious injuries recorded in 2020.

“This is too many deaths and injuries and the partnership has adopted an ambitious target to achieve zero deaths and serious injuries by 2040.

"In addition, an interim target of reducing deaths and serious injuries by 50 per cent has also been adopted by 2030."

Road safety bosses are appealing for the public's help to cut road casualties.

Mr Newman said: “We cannot achieve these targets alone and we need the support of all residents, businesses and road users.

"At Essex County Fire and Rescue Service, we work daily to help make Essex a safe place to live, work and travel.

"Road safety is a pillar in our prevention strategy and we have successfully worked with road users for many years, particularly motorcyclists and young drivers.

“We are committed to supporting the Vision Zero strategy, especially as we can also bring in the expertise of our operational colleagues and their role in post collision response.

"Ensuring the public are able to get help as soon as possible is vital, and the promotion of What3Words and the public understanding how they can use that app in an emergency is a great message for us to promote.”