The ‘Don’t Chance it’ campaign will be carried on tankers, tippers and concrete mixers.

The striking yellow message is designed to alert pedestrians of the potential dangers around large goods vehicles.

Andy Taylor, Cemex Health and Safety Director, UK said: “We all walk, from the very young to the not-so-young and our roads are very busy.

“We want to alert all pedestrians, particularly those who may be tempted to cross immediately in front of trucks in heavy, slow-moving traffic, about the dangers and how to stay safe.”

The annual Department for Transport report on personal injury accident statistics on public roads in Great Britain in 2017 showed an increase in fatalities amongst pedestrians of 5%, with four times as many fatalities amongst pedestrians compared to cyclists.

Taylor said: “Our campaign has come at the right time when pedestrian fatalities are on the increase.

“In addition to specific training for our drivers and the additional safety features we have on our vehicles, we plan to brand a further 50 trucks with the ‘Don’t Chance it’ logo which will soon be on the country’s roads travelling round communities.

“Hopefully these trucks will make a real difference.”