New safety measures could be introduced on a notorious stretch of road in Didcot - thanks to a campaign launched by bereaved parents.

Hatched areas and safety signs will be considered for the A4130 link road, which has claimed three lives in the last five years.

Mike and Jan Embling, of Sinodun Road, Didcot, have campaigned tirelessly for improvements after their 20-year-old son Grant was killed on the road in September.

Since then, more than 8,000 residents have signed the couple's petition calling for action.

The Emblings met Oxfordshire County Council's head of transport, Steve Howell, on Friday to discuss their fears, along with campaign supporters, Wantage MP Ed Vaizey and county councillor Terry Joslin.

Mr Howell said the county would look at painting a hatched area in the centre of the road to discourage overtaking.

But he said double white lines - one of the measures the Emblings have called for - would only be a possibility near the Milton Services as the road did not meet specific police criteria.

Mr Howell said housing and commercial developments on either side of the 60mph road could see up to three junctions with signals introduced over the coming year.

He said that would have a dramatic impact on driver behaviour and could prompt a reduction in the speed limit.

Mrs Embling said: "If this takes place, I will be happy.

"From a personal point of view, we have lost a dearly beloved son which has left a great big hole in our world and we want these accidents to stop."

The couple also thanked everyone who had supported their campaign.

Mr Vaizey said the proposals went two-thirds of the way to solving the safety issue.

He added: "Commonsense suggests double white lines, but I accept possible police objections.

"Traffic lights, when they come, will slow traffic down."

He said the fact safety measures were being considered was a credit to Mr and Mrs Embling.

Mr Joslin said action needed to be taken swiftly.

He said: "In the case of Gangsdown Hill and the Oxford Eastern bypass, we reacted quickly, almost overnight.

"I cannot see any difference here with double white lining on the initial stretch and new signage."