Figures show that across the UK road crashes involving a driver with poor vision are estimated to cause 2,900 casualties and cost £33 million each year.
To try and combat the problem in Wolverhampton, the council will be running a series of messages on traffic boards across the city throughout the week.
They have been put together by sight loss charity the Beacon Centre to tell motorists how important it is they look after their eye health. The signs will include messages such as Drive at night, Check Sight and Be Bright, Be Seen and Be Aware.
Councillor Steve Evans, the City of Wolverhampton Council's Cabinet Member for City Environment, said: "We are pleased to support the national Road Safety Week campaign by highlighting the importance of good eye health among road users."
Arwyn Jones, Chief Executive of the Beacon Centre, said: "We want to spread the message that looking after your eyes as a driver is one of the most important things you can do.
"Eyesight can decline gradually and unnoticed and the road safety charity Brake says that people can lose up to 40% of their visual acuity without being aware of deterioration but regular eye checks can help."
Meanwhile the council is also encouraging cyclists to take additional care as the long winter nights draw in - and for motorists to be more "bike aware".
There were 100 fatalities and 3,237 serious injuries involving cyclists on Britain's roads in 2015, with three quarters of collisions occurring at a junction.
Councillor Evans added: "Cyclists should wear a helmet and appropriate clothing and use good lights so they can easily be seen at day and night, stay alert at all times, stick to cycle lanes where available and most importantly ensure they can see and be seen by making eye contact with other road users.
"At the same time, motorists should take extra care to ensure they are aware of cyclists."
For more information about cycling in Wolverhampton, including a journey planner taking in designated cycle routes, please visit Type=articles;Articleid=4130;Title=Cycling;. For details of cycle training sessions in Wolverhampton, please visit Type=links;Linkid=7762;Title=Bikeability;Target=_blank;.
For more information about Road Safety Week, which runs until Sunday 27 November, please visit Type=links;Linkid=7763;Title=Road Safety Week;Target=_blank;.
- released: Monday 21 November, 2016