Using these locally-inspired graphics and messaging, the campaign invites pedestrians to look out for vehicles and drivers to look out for pedestrians as Mutley Plain can get very busy. With its dual carriageway and many side road junctions, it is even more important for all road users to stay alert when travelling along the Plain.

Owen Jones of Upshot Design said involving the Mutley community and gathering inspiration from the Plain’s past was key to the campaign concept.

He said: “Mutley Plain has its own distinctive character; a distinguished past, a diverse present and its own tone of voice. Rather than lecture anyone, we let the Plain do the talking – the whole campaign is written as a plea from Mutley Plain itself.

“As someone who lived in Mutley and spent twenty years as part of a church on the Plain, I’m proud that the faces on these posters are real people from the community, and that the message is simply to look out for each other.”

Councillor John Stephens, Plymouth City Council’s Cabinet member for Strategic Planning and Transport, said: “The number of pedestrians being injured in Mutley Plain is worryingly high, so we are very pleased to be working with Vision Zero South West on this high-impact campaign to encourage all road users to look out for each other.

“It is particularly pleasing that local residents and businesses have been involved in the creation of the campaign and that the designers have been able to get across some very important safety messages while also reflecting the local community and bringing a splash of colour to the Plain.”

Alison Hernandez, Police & Crime Commissioner for Devon, Cornwall & the Isles of Scilly, is chair of the Vision Zero South West road safety partnership.

Commissioner Hernandez said: “Last year, 49 people were killed and a further 495 seriously injured on our roads. These aren’t just numbers, these are real people involved in tragic and traumatic incidents which leave families torn apart and have a huge impact on communities.

“Every member of Vision Zero South West is committed to reducing the number of people killed or seriously injured on Devon and Cornwall’s roads by 50% by 2030 – and eventually, to zero.

“As a partnership we recognise that we must try new things and embrace different ideas to help us achieve that goal. This innovative project really fits that bill, while also reflecting the unique community of Mutley and adding some vibrant, eye-catching colour the area.”

The Plain Safe pilot project will be periodically evaluated to see what impact it has had on increased crossing visibility and road safety awareness.