Government launches new country roads safety campaign

THINK! is launching a new campaign to warn drivers of the dangers of country roads.

Department for Transport figures reveal that 60% of people killed on Britain’s roads die on rural roads, and new research shows many more drivers are needlessly putting themselves at risk of an accident.

RAC chief engineer David Bizley said: “It is good to see the Government focussing on reducing casualties on rural roads as too many lives are being lost on them each year. With many country roads carrying speed limits of 50 mph or 60 mph there is a real temptation for motorists to drive at the limit because they are technically allowed to do so, even if it is inappropriate because of the driving conditions or local hazards. However, you can never know what danger is looming around the next bend.

“The new THINK! campaign highlights this danger in a very powerful way which we are hopeful will help reinforce the message with motorists and lead to them slowing down and taking greater care in the future.

“RAC research shows that 43% of motorists admit to breaking the speed 50mph and 60mph limits on country roads with 8% saying they do so frequently.”

For more information visit: http://think.direct.gov.uk/country-roads.html