IT is the “sexy” road safety campaign aimed at cutting the amount of drink-fuelled pedestrians killed on Hampshire roads.

The Road Safety Analysis campaign group has developed a campaign targeting young adults with a video released on social media that it hopes will draw the attention of a wider audience to risks associated with being a pedestrian at night.

The footage shows a man and a woman dressed as lollypop people during the evening with a difference – both are scantily dressed.

A new study called Things That go Bump in the Night has identified that while there has been a 48 per cent reduction in the number of child pedestrian injuries in the last ten years, reducing the number of adult pedestrians has been much slower.

The social experiment shot in the video, which was conducted over two hours on a busy road, observed 370 people crossing the road and used hidden cameras to monitor behaviour.

When the patrol was not present 43 per cent of them chose not to use the crossing provided but crossed within around 20 metres of it. When the crossing patrol when was present, the number who ignored the crossing fell to just 8 per cent.

Richard Owen, operations director for Safer Roads said: “At this time of year there is always a big focus on drink driving but drunk pedestrians are also a serious concern. Shockingly one in eight pedestrians who are killed or seriously injured on our roads are drunk at the time of the crash.

“It can be very hard to connect with young adults, especially if they have been drinking, but what we have clearly demonstrated here is that their behaviour can be influenced if we can find the right means.”

Dan Campsall, communications director for Safer Roads added: “This may not be a realistic approach to improving pedestrian safety in our towns at night, but has demonstrated that we can make a difference to the safety on our streets when we develop creative campaigns on the basis of the evidence.”

“What’s clear from our filming is that pedestrians and motorists alike certainly take care and slow down a lot more when they are reminded of how to use a pedestrian crossing properly”