DEATHS on Lincolnshire's roads fell by 18 per cent in 2012, despite five fatalities over the Christmas period.
Last year, 39 people died as a result of crashes in the county as a whole, compared to 46 in 2011.
John Siddle, of the Lincolnshire Road Safety Partnership, said: "Whenever there is a reduction, it is as a result of many factors and part of that is because drivers are more aware of road safety than they were before. Car technology also plays its part.
"Promoting things we do – whether it be drink-driving, speed awareness or driver training – all helps.
"But it is not just us; there are lots of other groups that contribute to that."
This year, the partnership will be promoting the importance of wearing a helmet while cycling.
"We have seen an increase in the number of pedal cycle incidents," said Mr Siddle. "Although we don't have data to say how many lives helmets save, they can do so.
"Since the Olympics, and because of the recession, more people are taking to their bikes, so it is important."
Over the festive period, three people died on the county's roads and two young sisters from Spalding also died in a crash at Wisbech, Cambridgeshire.
Heavy rock musician Dean Hocking, 23, of Sleaford, and Wayne East, 37, of Waddington, were killed on the A15 at Leasingham on December 27.
Christopher Jones, 23, from near Grantham, died on Christmas Day after a two-car collision in Metheringham.