A HARD-hitting initiative has been launched to highlight the number of road deaths in Greater Manchester.

The Lost Soles campaign features a posster showing a shoe lying in the middle of a road to represent the 94 people killed and 948 seriously injured last year.

In Bolton, 16 people lost their lives and 97 suffered from serious injuries during 2004 - an increase from seven deaths in 2003 and 12 in 2002.

A spokesman for Bolton Council said: "We want drivers to be more conscious of the conditions and surroundings on the roads on which they are travelling, and to think, 'Slow down'.

"Although much can and has been done in Bolton in terms of traffic calming measures, individual drivers must take some of the responsibility themselves.

"We believe this new campaign gives a graphic and dramatic reminder that we are talking about real people who have lost their lives on the road."

Recent research showed 70 per cent of drivers across the UK admit to speeding, and 60 per cent of people believe their partner will one day have a serious accident because they drive too fast.

Insp Brian Wood, from Greater Manchester Polices road safety unit, said: "The aim of the campaign is to heighten awareness of the dangers of inappropriate speed and to reduce road casualties.

"During this campaign, we will be carrying out targeted speed enforcement in areas where the community have genuine concerns.

"Speeding is anti-social as well as being a danger to other drivers.

"People killed and seriously injured in Greater Manchester are portrayed by shoes in the Lost Soles campaign.

"These were real people with real families and loved ones. Thats why this campaign is so important."

In addition to breaking the limit, many motorists fail to adapt their speed to changing road conditions, including poor weather and slippery roads.

Insp Wood said: "At 5mph over the 30mph speed limit, it takes an extra 21 feet to stop.

"The faster you hit something, the harder it hurts."