Government will launch a new advertising drive to improve road safety -- but if it fails, traffic violators can expect to be hit with the full force of the law.

Transport Minister Erwin Adderley said the advertising will be followed by education and enforcement schemes now being developed.

The initiative -- which comes in the wake of ten road deaths since the beginning of the year -- is intended to win the cooperation of both the public and private sector -- including Police.

And Public Safety Minister Maxwell Burgess warned careless motorists who refused to improve their driving habits that they could expect to suffer the iron fist of the law.

Mr. Burgess said if motorists did not respond to the initiatives, "the gravity of the law will come down upon them''.

"We will come to grips with it, one way or another.'' Part of the advertising campaign focuses on educating the public about the risks associated with transporting toddlers and young children on cycles.

But the main thrust will be on high risk behaviour by young drivers.

The multi-media campaign will feature a music video and special youth-directed radio and television programming.

Mr. Adderley said road safety initiatives debated during the last Parliamentary session including a points system for traffic offences and drivers' education was being developed.

And he stressed the public's role in taking responsibility for road safety: "The Road Safety Council, despite expensive publicity and education campaigns, cannot alone change driver behaviour and attitudes.

"It is only with your help, compliance, and commitment that the initiatives outlined here can have the impact they are designed to produce.''