Law enforcement officials said alcohol, excessive speed and failure to use seatbelts are major factors for the "alarming increase" in highway deaths in Nova Scotia this year. According to provincial statistics, traffic fatalities are 41 percent higher this year compared with the same time last year. In addition, pedestrian fatalities are 450 percent higher. So far in 2004, 55 people have died in vehicles and 11 pedestrians were killed.

"These are preventable deaths and we need to do more to spread the word," said Transportation Minister Ron Russell.

The $40,000 education campaign will include radio and newspaper ads featuring doctors, paramedics and accident survivors encouraging people to drive safe.

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