A major safety crackdown has been launched by police following a huge rise in deaths on the region’s roads.

75 people were killed in 2011 compared to the 53 in 2010 – an increase of 42 per cent.

Senior officers say drivers speeding, using mobile phones and not wearing their seat belts have played a significant role in many of the deaths.

Today, they were launching ‘operation dice’ – a new crackdown on motorists flouting the law.

The campaign aims to drivers to slow down, belt-up, and switch off their mobiles by using adverts on buses and at the roadside featuring a blood-splattered pair of furry dice and urge drivers not to ‘dice with death’

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