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Transport for London is inviting creative and media agencies to

pitch for a road safety ad campaign designed to cut the number of deaths

on London's roads each year.

TfL, which appointed Euro RSCG Wnek Gosper last year to handle a

campaign promoting awareness of consultations by London Mayor Ken

Livingstone on the future of London's transport system, is looking to

award a three-year contract. The business is understood to be worth

around pounds 2m.

The tender document invites applications from agencies offering

media-buying and above- and below-the-line advertising capabilities.

"We are urgently looking to initiate a road safety push to meet our

commitments to road safety in London," said a TfL spokesman.

Earlier this year, the Greater London Authority, which TfL answers to,

appointed Euro RSCG, BMP DDB and Soul to handle its ad business across

the full range of the GLA's responsibilities.

Separately, the Metropolitan Police Authority is hunting an agency to

handle its recruitment marketing.