CASH-strapped Somerset County Council is pleading with private firms to help fund road safety initiatives.

County Hall has this week sent out an appeal for organisations to sponsor events, courses and education programmes to "help build safer communities".

It comes as figures show the number of people killed or seriously injured on Somerset's roads increased last year, although the number of injury collisions was the lowest ever recorded.

Among sponsorship deals on offer are child cycling and education courses in schools, working with motorcyclists or older road users to help them travel safely.

A council spokesman said the road safety team engaged with more than 27,000 people through events, courses and training last year.

Cllr John Woodman, the authority's cabinet member for highways and transport, said sponsorship will generate income for further road safety work at a time of huge pressure on the council’s budgets.

He added: "We are continuing to improve lives by investing in road safety and looking creatively at new ways to get people involved.

"We all have a role to play in road safety, whether that’s by changing our own behaviours or helping to raise awareness amongst others.

“This new sponsorship programme is for businesses wanting to give something back to the community by supporting road safety initiatives – something that benefits everyone."

Jane Hofmeister, who set up the road safety charity Think Amy after her 13-year-old daughter was killed by a speeding driver in 2011, supports the idea of companies backing measures to make our roads safer.

She said: "I've always felt it wold be wonderful if the motor industry would get on board with their corporate responsibility because they make the very machines that actually can kill if driven incorrectly.

"I agree that education is the key. It would be great if the Government would recognise that educating drivers when they start off in their driving life is key.

"It's a shame if there isn't enough government money for road safety organisation in Somerset and other counties.

"It costs the country £1.93 million for every fatality - and there are 1,800 in the UK every years, 97 per cent caused by driver error."