Young people are to be quizzed on why they take risks on the road as part of a new campaign to cut down the number of accidents.

The Road Safety Council is to set up two focus groups made up of young black males research shows that most accident victims are black men aged between 18 and 24 to talk to them about what it would take for them to stop driving dangerously.

The hope is that the knowledge gained will better enable the Council to change road behaviour and ultimately, reduce serious injuries and fatalities.

It is part of an aggressive campaign by the Council which is putting up posters across the Island featuring people who have suffered horrific injuries in road accidents.

Last year 17 people died on the roads the worst number for a decade. Already this year one young man has died on Bermuda's roads.

Road Safety Council chairman, Dr. Christopher Johnson, said: "We are planning to talk to these young men to try and get some solutions.

"There are questionnaires designed asking things such as how much alcohol these young men consume, what incentives would it take for them not to drink and drive and other related questions.

"The results of the focus group will be used for another campaign being launched in the next few months."

"Recruitment will be done randomly through cold calls and then screened to ensure they meet our relevant target market."

The Council is working with Aardvark Communications on the focus groups which will be run over the course of the next 12 months.

Aardvark's Senior Associate of Client Services, Cindy Bragg said: "Questions will be formulated to gain greater insight into young men's behaviour so we can ascertain the most relevant information to change their diving behaviour.

"Based on the findings of the focus group, we would be able to ascertain how to conduct future focus groups," Ms Bragg added.