POLICE in Redditch and Bromsgrove are putting the countryside at the heart of a new campaign to tackle issues like fly-tipping and road safety.

West Mercia Police are reinforcing their commitment to the rural community by launching a new campaign called Rural Matters.

A few months ago people living and working in rural areas were asked to take part in the biggest ever survey on rural crime in the UK, from the National Rural Crime Network.

People from across Worcestershire took part and the results have now been collated and analysed.

The true cost of rural crime in England and Wales last year, based on this survey, was about £800 million - 21 times higher than previous estimates.

It also found that the biggest concerns to rural communities were road safety and fly-tipping.

Consequently, the network has called for a review of the funding formula for police resources, to ensure predominantly rural forces have the resources they need.

The first initiative of the campaign is 50 days of focus, which launched last week and aims to raise awareness of the policing activities happening each and every day in rural communities to help reduce crime.

Different activities will be taking place every day, from crime prevention advice to information on rural crime operations and these will be highlighted at westmercia.police.uk/ruralmatters

Superintendent Sue Thomas, business lead for rural and business crime said: "When crime occurs in the rural community it can have a major impact on the victim, it can affect their livelihood and their ability to do business when items are stolen or damaged and it can also create a fear of crime in isolated rural locations.

"One of the challenges of policing in rural communities is the vast distances between properties and businesses. We are working hard with our partners at ways of bringing us closer to the people who need us at times they want to see us and we are committed to providing crime prevention advice to help people protect their property and reduce crime."