year-round priority yesterday.

And the initiative will start next month, with four special days to help put the brakes on spiralling accidents.

Road Safety Week will run from April 25 to 30.

But car and bike drivers will be asked to prepare for the safety events in a National Day of Reflection on April 20.

Motorists will be urged to step off the gas in a National Go-Slow Day on April 25.

April 28 will feature an anti drink-drive initiative for Drive Sober Day.

And the Designated Driver Programme will be relaunched on April 30, to run right through the year with high-profile advertisements around public holidays.

The scheme will allow drivers to be served free soft drinks in a bid to steer motorists away from alcohol.

Dr. Brown was flanked by the Road Safety Council's new top executive officer Roxanne Christopher and chairperson Delcina Bean-Burrows when he announced the new safety push yesterday.

He said new awareness campaigns would also be mounted to reduce the death toll on Bermuda's roads, which stood at a record 18 fatalities last year.

There have been no road deaths in Bermuda so far this year.

But the Minister said Government wanted to reduce all serious accidents, which cause permanent injuries and disabilities.

"Road deaths are only part of the picture,'' he said. "What doesn't make the headlines is the number of people who suffer serious injuries, leaving them incapacitated for life.'' He said road crashes often left young people "paralysed or brain damaged''.

Dr. Brown added: "I want the public to realise that we don't just concern ourselves with fatalities but with the degree of safety on our roads.

"April 25 to 30 will be Road Safety Week in Bermuda. That's not to imply that the other 51 weeks are not to be safe but that's when we will focus our attention and the attention of the public on road safety.'' He said the safety week would feature "activities to increase awareness''.

"The aim is to instil a sense of responsibility into each person who uses our roads,'' he added.

Dr. Brown said the initiatives would aim to: Change attitudes about driving; Teach discipline on the roads; Encourage public debate; and Increase awareness about drink-driving.

He said Cabinet would consider any proposals from the Road Safety Council for new laws.

Mrs. Bean-Burrows said new advertising campaigns would highlight designated driver programmes as a year-round event.

She said: "We were concerned that people thought the drink-drive message only applied at Christmas and New Year.

"Now we will also have peak periods when the programme is observed, like the May 24 holiday, Cup Match and the Queen's Birthday.

"But the programme will always be in effect, all year round.'' Ms Christopher added: "There are so many patterns of thought that need to be changed.

"People need to take time and consideration into our communities' lives -- that will make a big difference for the generations that follow.'' Holiday faucs: Dr. Ewart Brown