Drivers have been warned of new police crackdowns on road offences across a popular region, with rulebreakers facing hefty fines and penalty points.
It comes after West Mercia Police revealed that it has begun enforcing Operation Spotlight, which targets the "Fatal Four" road offences.
The offences include speeding, distraction at the wheel, driving under the influence of drink or drugs, and failing to wear a seatbelt.
The need for the operation follows reports that last year, more than 500 people were killed or seriously injured on the roads of Herefordshire, Shropshire and Worcestershire, with young drivers making up a worrying proportion of those involved.
Across the three counties, 57 people lost their lives and a further 517 suffered serious injuries. But more shockingly, one in five drivers involved in incidents was aged between 17 and 24.
West Mercia Police and Crime Commissioner John Campion explained that road safety is a key part of the Safer West Mercia Plan.
Now, forces across the country have begun stepping up their efforts to prevent dangerous driving practices as part of a two-week national initiative.
In the UK, drivers can face severe penalties for being caught intoxicated while behind the wheel, which include a fine of up to £5,000, a minimum 12-month driving ban, up to 6 months in prison, and 10 penalty points on a driving licence.
The police operation will specifically target the Fatal Four road offences
| GETTYMeanwhile, drivers caught speeding can be slapped with a minimum penalty of a £100 fine and three points on their driving licence.
Drivers caught not wearing a seat belt can be hit with a £100 "on-the-spot fine" while drivers using a hand-held mobile phone while behind the wheel can be given six penalty points and a £200 fine.
According to the force, a particular focus of the operation will be placed on young drivers, with police warning that "inexperience, overconfidence, and risk-taking behaviours are leaving too many families devastated".
Inspector Darren Godsall of West Mercia Police said: "Everyone understands the law around seatbelts, drink and drug driving, mobile phones, and speed limits. But some drivers still choose to ignore those rules.
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"It is your responsibility to stay safe, focused and alert on the road. The majority of people do drive responsibly, but it is concerning that so many of those killed or seriously injured are aged just 17 to 24."
Officers shared that they are committed to 24/7 enforcement, deploying both marked and unmarked vehicles to track down reckless drivers.
Mr Campion added: "Too many lives are being lost on West Mercia's roads, so it's absolutely vital that we are doing all we can to change that sad fact.
"Operation Spotlight gives us another opportunity to shine a light on the work happening day in, day out – enforcing the law, educating motorists and collaborating with highways authorities to improve road engineering."
Drivers can be fined £100 for speeding | PAHe explained that by focusing on the three Es, enforcement, education and engineering, the police are confident they can "turn the tide on this all-too-familiar story and reduce the terrible harm being caused".
Operation Spotlight will run for the next fortnight with police insisting that their message is clear. "Keeping people safe on the roads is a mission that never stops".