Home Menu Search

Department for Transport launches latest THINK! campaign

11 October 2014

The Department for Transport has launched its latest THINK! road safety campaign today to warn drivers of the dangers of country roads. Figures show:

• Three people die each day on average on rural roads
• The number of people killed on country roads is nearly eleven times higher than on motorways
• A quarter of drivers have had a near miss and one driver in twenty has had a collision on a country road 

A shocking 25% of drivers report having had a near miss on a country road, while 40% have been surprised by an unexpected hazard, such as an animal. A third also confess to taking a bend too fast.

These findings suggest many drivers are failing to anticipate dangers on the road ahead. The research mirrors newly published casualty statistics which show that the most commonly reported contributory factor to being killed or seriously injured on country roads is motorists losing control, often because they are driving too fast for the conditions.

The new THINK! campaign urges drivers using country roads to:

• Read the road ahead and anticipate potential hazards

• Drive at a speed that allows you to stop in the distance you can see to be clear

• Stay in control and give yourself time to react by braking before a bend, not on it

• Give cyclists and horse riders plenty of space when overtaking

Road safety minister Robert Goodwill said, “Britain’s roads are among the safest in the world, but most people don’t know that motorists are nearly eleven times more likely to die in an accident on a country road than on a motorway. On average three people die each day on country roads and these are needless tragedies.

“I want the public to understand these risks and adapt their driving to the conditions they face. That is why the new THINK! Country Road Campaign is so important – we are urging drivers to read the road ahead, select a safe speed and brake before the bend.”

For further information please click here.

Related news, events and information

When it rains it kills: warning to drivers

11 December 2016 – Highways England has launched a new safety campaign warning drivers that ‘when it rains, it kills’ after the...

Call for a UK Accident Investigation Branch

27 October 2017 – In a recent article in Highways Magazine, Steve Gooding, director of the RAC Foundation, makes the case for an...

Targeted safety measures needed to prevent road deaths among young drivers

26 January 2017 – Zero tolerance on drink driving, additional hazard perception training and graduated driver licensing schemes...

Global Road Safety: Focus on facts says award-winning experts

22 November 2017 – Speed is in the headlights of a team of 10 of the UK's leading road safety professionals whose expertise is...

Mobile phones and hazard perception: lessons for businesses

4 May 2016 – Drivers holding a hands-free mobile telephone conversation faced the same risks as those posed by...

THINK! Biennial Survey

8 June 2016 – While drink driving remains the key road safety issue that people think the government should address, the...