Pembroke Dock's McDonald's hosted road safety experts from the local emergency services to support the launch of the Deadly Mates 2012 campaign to help reduce the high number of young adults killed or seriously injured in road traffic collisions in Wales.

With 20 young people aged between 17 to 24 killed in road traffic collisions in Wales in the last year alone, each of the 62 McDonald's restaurant in Wales have pledged to help raise awareness of the dangers of reckless driving amongst the thousands of young adults they serve every day.

Representatives from the GoSafe Partnership and a team of road safety experts from Pembrokeshire Fire and Rescue Service were on hand at the event, as well as a high-impact car wreckage. The team handed out leaflets and spoke to customers to raise awareness of the pan-Wales safety campaign.

Local McDonald's franchisee, Ron Mounsey, commented: "Since its launch, the Deadly Mates campaign has had a real impact and it resonates well with young drivers. We are proud to offer our support as we serve many young drivers and passengers at our drive-thrus and want to encourage more responsibility to help to keep them safe.

"We'll be displaying posters and leaflets providing clear and informative messaging throughout our restaurants, to help young people make the right choice, speak up and take more care when on the road.

"We have been encouraged by the feedback we have received from young people at the event in Pembroke Dock, with many seeking advice from the experts that were on hand to answer any questions or concerns."

McDonald's has been working in partnership with GoSafe, who fund and manage the Deadly Mates campaign, following a successful pilot launch in 2008 in Bangor and Caernarfon. In 2012, the campaign expanded to include all 62 McDonald's restaurants in Wales.

Jim Moore, partnership manager, GoSafe, said: "It is a very distressing fact that too many young people are being killed or seriously injured in road traffic collisions in Wales. Regrettably, this is sometimes caused by the improper driving of another young person, and often involving friends. The Deadly Mates campaign looks to encourage young people to challenge the inappropriate driving of their peers. It highlights the devastating consequences to the family, friends and communities of both the driver and their passengers where a collision has occurred resulting in a death or serious injury.

"We're very pleased that McDonald's has again chosen to support this campaign and link up with us to promote it. Hopefully together we can reduce the number of young people driving unacceptably and thereby save lives."

DVLA spokesperson Victoria Ford said: "We are happy to support the Deadly Mates campaign. Improving the safety and ability of young drivers is a key priority for the Government. Good driving involves more than just operating a vehicle - drivers need to be able to plan each journey, assess risk, anticipate hazards and maintain their knowledge, skills and understanding if they are to be safe and responsible drivers for life."

Superintendent Gary Ashton said "The overall reductions in road casualties, since UK targets were set in 2000, have not been reflected amongst young drivers. With 'Deadly Mates' having the support of a global brand such as McDonald's, it helps road safety partners to raise awareness across Wales of the unnecessary and avoidable deaths of young people on our roads each year. Deadly Mates aims to use peer pressure positively as there is academic evidence that the risk of fatal collision rises exponentially with each passenger carried by a young driver."