A FIRST batch of residential roads across Liverpool city centre, Kensington and Old Swan today came under reduced 20mph speed limits.
A first raft of signs were installed following a speed campaign led by the city council, police and fire service.
Liverpool Mayor Joe Anderson said: "The introduction of the new 20mph signs across Liverpool is a major milestone in making our roads, and our neighbourhoods, safer.
"This is a really important project, which will bring massive benefits to our city and potentially save hundreds of lives."
The 20 Effect campaign has enlisted the support of Liverpool and Everton, plus the cast of Hollyoaks, to promote the benefits of the new speed restrictions.
Mayor Anderson added: "The number of accidents on our roads has been reducing over the years, but we are determined to cut them even further.
"We want to create a city for living in, rather than just a thoroughfare for vehicles, and an increase in 20mph roads will play a major part in helping us achieve that."
The first phase of the new 20mph zones are being introduced in the Kensington, Old Swan and city centre residential areas.
The council says it will "usher in a new era of safer streets for local people".
Councillor Tim Moore, cabinet member for transport, said: "Making our roads safer is a key priority for us and we’ve been working hard to bring local people on-board with our plans to increase the number of areas with 20mph speed restrictions."
The project has also seen Merseyside fire service unveil the 20 Effect logo on nine of its engines.
Deputy fire chief Phil Garrigan said: "We rescue more people from crashes on Merseyside’s roads than we do from house fires and we work throughout the year to reduce the numbers that are killed or injured as a result of collisions."
Campaigners say increasing 70% of the city’s roads to 20mph could prevents at least 54 collisions every year, saving £5.2m in costs.