Lisa Townsend said excuses like sneezing behind the wheel when missing a red light or a “one night stand” before driving won’t work.

The county’s Vulnerable Road Users Campaign is encouraging motorists to be mindful of pedestrians, cyclists and motorcyclists.

It’s after Department for Transport data revealed that in 2022, 50% of drivers across the UK routinely exceeded the limit on 30mph roads.

Lisa said: “Our fantastic roads policing officers have heard every excuse there is for careless, distracted and dangerous driving.

“But as the Vulnerable Road User Campaign gets underway, I want to reiterate that there simply is no excuse.

“For most of us, driving is the most dangerous thing we’ll do day-to-day. As an activity, it is likely to have the highest potential to cause harm to ourselves and others.

“There are simple measures every road user can take to avoid crashes, including cutting speed, putting mobile phones away in the glove box, being completely sober at the wheel and giving their complete attention to the task of driving.

“Many crashes are entirely avoidable, but people are dying on our roads as the result of bad driving, reckless decisions and even the most momentary lapses in concentration.

“Stopping any more deaths is a top priority in my Police and Crime Plan, and I am dedicated to making roads safer for all users.”