THIS week, traders put Ledbury's smiling face on show, with a new initiative to ensure that society's most vulnerable people, such as the elderly, feel safe when shopping in the town centre.

On the agenda on Tuesday evening, at the AGM of the Ledbury Traders' Association, was the unique "Safe Shops" project, which is the brainchild of Ledbury's mayor, Cllr Annette Crowe.

The "Safe Shops" poster, with its sunny face, is set to be one of the most recognised and wide-spread logos in town, to make sure that the elderly, the disabled and the vulnerable know they are among friends when out and about in Ledbury.

Shops where the poster is displayed will have all pledged to help vulnerable people whenever they are called to do so.

Cllr Crowe decided to act after three people came into her Homend shop on different occasions, all feeling vulnerable for different reasons, but all looking for help.

Cllr Crowe, owner of the "Past and Present" jewellery shop said: "They just needed somewhere to sit down, have a cup of tea, perhaps, and air their concerns.

"In all three cases, I was able to call someone, so they could be looked after."

Cllr Crowe said: "This initiative ties in with Ledbury being a Values Town, with people showing care, compassion and empathy."

Elaine Fieldhouse of The Glass House opticians in Church Street has also decided to support the initiative.

Last summer, Cllr Fieldhouse took an elderly couple into her shop, after they both had a fall nearby.

She said: "There were so frail. She fell and he fell with her. I called for a paramedic, but they were absolutely fine; just shaken."

Cllr Fieldhouse added: "If people are worried about coming into town, it is a good thing for them to know that there is a place nearby where someone can make a phone call for them.

"Lots of elderly people have falls and they worry about having falls. This initiative gives them the confidence to know that if they do feel shaky, there is someone to help them and, if they do get into trouble, there are lots of places for them to go."

Kat Griffiths, the chairman of the Ledbury Traders' Association and the owner of the Bamboo Flower Gallery in New Street said: "I think this is a worthwhile cause, and Ledbury is a lovely town.

"It is nice to show that we are a caring community."