A BUS company is urging more people to use public transport to help cut down congestion and journey times.

Brighton and Hove Buses has launched an advertising campaign around the city, drawing residents’ attention to the growing problem of traffic jams on our roads.

The adverts show spaces filled by cars that spell out the words “Full” and “Jam”.

The advert states “Fill the bus, clear the road”.

The campaign coincides with the Government’s new Clean Air Strategy, which includes a section on reducing emissions and congestion by encouraging a shift from private car use to more sustainable modes of transport including cycling, walking and public transport.

Brighton and Hove Buses’ managing director Martin Harris said: “The biggest trigger of high emissions in the city is congestion.

“Tailpipe emissions from nose-to-tail traffic are four times greater than in free-flowing traffic. And we know that toxic air can lead to illness and death.

“Congestion has a direct impact on bus passengers.

“Journey times in the city are getting longer.

“Every year the duration of each bus journey takes an average of two per cent longer and on some more popular routes the figure is much higher.

“It increases our costs too. Every year, as a consequence of congestion, we have to buy four new buses at around £1 million just to maintain the same level of service.

“And it’s our customers that pay for this in their ticket price.

“On the other hand, a full double decker bus can take 75 cars off the road according to transport commentator Professor David Begg – that’s enough to free up the length of three football pitches.

“This is real space that we can reclaim that would speed up journey times and reduce costs.

“This campaign is about beginning a conversation about road space and how we use it and how it relates to our quality of life.

“We can no longer ignore how congested our roads have become.

“Freeing up valuable space is about our health and wellbeing and is for the good of everyone.”

Animated versions of the advert appear on the Bright Light Screen in North Road and on billboards and bus stop panels as well as the backs of ten buses.