Fleet operators and members of the public are being urged to spare a thought for road safety this autumn, with European Day Without A Road Death set to take place on September 21st.

Better known as Project EDWARD, this inaugural annual event will encourage all road users to be extra vigilant this month, with the aim of dramatically reducing the number of road deaths that take place across Europe each year.

Supported by road safety and breakdown organisation GEM Motoring Assist, the event calls for people across the continent to do their utmost to make this one day without a single road fatality.

On average, 70 people lose their life every day on Europe's roads, while thousands more are involved in serious accidents that cause injury. The ambitious nature of this undertaking is therefore apparent for all to see.

GEM road safety officer Neil Worth commented: "Achieving zero fatalities on September 21st is unfortunately not a likely prospect, but our goal is to make as many people as possible aware of the risks they face – and the risks they may pose to others – when they are driving and riding on the roads, or as pedestrians when they are crossing from one side to another."

Organised by the European Traffic Police Network (TISPOL), Project EDWARD will become an annual fixture in the road safety calendar and motorists across the continent are being asked to do all they can to support this worthwhile endeavour.