'Keep your eyes on the road, and your hands on the wheel' - that is the message to drivers this week as the annual Chief Fire Association's Road Safety Week has kicked off across the country in a bid to make the roads safer for users across the UK.

The initiative emphasises how driving requires full attention at all times and drivers who are distracted significantly increase their risk of causing a collision - you are four times more likely to crash if you are using a mobile phone while driving.

To help address this issue in North Wales, staff from North Wales Fire and Rescue Service will partner with North Wales Police this week in support of the 'Options' campaign - giving drivers caught driving irresponsibly the option of paying a fine or alternatively speaking to both organisations for advice.

Community Safety Team Manager, Brian Williams said: "Far too often our fire crews are called out to appalling road traffic collisions which are harrowing both for the members of the public involved as well as our firefighters.  We are keen to work with the public to do our best to reduce the number of road traffic collisions on our roads across North Wales and therefore reduce the life-changing impact they can have for drivers, their passengers and their families.

"We want to raise awareness of the dangers of distraction in order to help save lives. Distracted driving activities include using mobile phones, texting, using vehicle navigation systems, and eating whilst driving.

"We regularly see the consequences of speeding and poor driving, and these incidents affect families and communities across Wales. By working closely with local fire stations, police and road safety partners on engagement initiatives such as this, we hope to can create safer drivers through effective discussion and education."