Police have launched a major new campaign based on the popular 'Cards Against Humanity' game - and it's encouraging drivers to make better choices on Dorset roads.

The Dorset Road Safety Partnership has announced its new campaign titled 'Choices for Humanity', which aims to reduce the number of people killed and seriously injured on the county's roads, whether they're in vehicles, on motorbikes, bicycles, horses or on foot.

Campaign organisers said it has been designed to "push boundaries and generate attention" to the force's road safety messages.

Police say drivers and other road users often make decisions that they later regret; whether it is when to pull out of a T-junction, dangerously overtaking the vehicle in front, crossing the road in an unsafe place, overtaking a cyclist or horse rider too close or driving under the influence of drink or drugs.

Making the wrong choice "can all too often lead to tragedy", officers say.

The unique campaign is based loosely around the popular ‘Cards Against Humanity’ game and delivers messages in an innovative way to resonate with road users. It's hoped that the campaign will get people to stop and think about their own road safety.

The road safety partnership is made up of Dorset Police, the Police and Crime Commissioner, Bournemouth Christchurch and Poole Council, Dorset Council, Dorset and Wiltshire Fire and Rescue Service, Highways England, Public Health Dorset and the Safewise charity.

Assistant Chief Constable Julie Fielding, chairman of the Dorset Road Safety Partnership, said: "We’re now seeing 30 per cent less people killed and seriously injured on our roads each year versus 2012 and this is a positive step. However, we cannot be complacent. It is vital that we continue to find new and innovative ways to prevent casualties on our roads.

"Everyone would like to think they are a considerate driver, but sometimes life gets in the way and one error of judgement can sometimes have catastrophic consequences.

"This unique and innovative campaign will hopefully remind us that we are all human and have the ability to make the right choices and show humanity towards each other."

Campaign messages will be shared on social media, billboards throughout Dorset, roadside signs, advertising trailers on roundabouts and other local authority highways as well as other advertising channels.

Dorset Echo:

Bournemouth-based marketing agency Fireworx developed the concept of the campaign. Managing director Dan Smith said: "As an agency that specialises in using different thinking to help clients create more engagement, we were delighted when Dorset Police challenged Fireworx to help them create a new road safety campaign.

"The idea behind 'Choices for Humanity’ was to remind people around the choices we all make every day when using the road and do this a a totally different, human and creative way. As a Bournemouth agency, it’s a true privilege to support such a worthwhile campaign to improve road safety in Dorset."