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Government campaign highlights hidden dangers of speeding on rural roads

4 October 2007

You are three times more likely to be killed on a rural road than an urban one whilst in a car warns a Government educational campaign launched today. The Department for Transport's THINK! Rural Speed Campaign, warning drivers not to go faster than the conditions allow, can be heard on radio stations around the country this month.

Rural areas can tempt motorists into driving too fast for the conditions they are facing. Long straights and demanding bends, as well as less traffic and fewer pedestrians can make drivers believe it is 'safe' to go faster than they normally would. But the stark reality is actually the opposite - the risk of fatally injuring yourself or your passengers increases three-fold on a rural road.

This is backed up by the evidence that there is often only one car involved in rural accidents, making it likely that drivers have been tempted to push themselves or their car beyond their limits.

Full details here