A regional daily is aiming to save lives in a new campaign aimed at getting more cyclists to wear helmets.

The Oxford Mail has launched its Wear One to Survive bid after revealing there were more than 300 collisions involving cyclists on its patch last year, including two which were fatal.

The campaign has been backed by emergency department nurse Jose Martinez, a cyclist who broke his neck in a crash and spoke to the Mail about his recovery earlier this year.

As part of the campaign, readers can buy a helmet for £5 from the Mail’s office.

Mr Martinez, pictured above left, told the Mail: “My own personal experience means I am more determined than ever to get people wearing helmets.

“You do not have to be involved in a crash like I was. It might just be winter when the road is damp and there are leaves and you skid at 5mph.

“If you hit your head on the road or the kerb it can have really serious consequences.”

He added: “People should forget about getting messy hair or looking cool. It does not look cool having messed up hair but what is worse? Having messed up hair for a few minutes or losing your life?

“Life is far too precious to be lost because you are not wearing a helmet.”