Country Roads Campaign

Three people died on country roads every day last year, according to figures released by the Department for Transport (DfT).

In total, 1,040 people were killed and 9,051 seriously injured on country roads in 2014, with a third (348) of fatalities occurring on a bend. In spite of this, almost a quarter of road users surveyed admit to braking too late on bends and two fifths (41%) claimed to have swerved to avoid something in the road.

The problem is most acute among young drivers, with a third confessing to braking too late before a bend and more than one in 10 admitting to ‘taking the racing line’ by crossing into the opposite side of the road to take a turn faster. Young drivers are also the most likely age group to overtake on a bend without a clear road ahead.

In response, THINK! is launching a new country roads campaign. THINK! has partnered with a farmer to turn potential road hazards into impossible-to-ignore warning signs. ‘Helpful hazards’ features animals and vehicles sprayed with helpful signs prompting drivers to slow down, anticipate hazards and brake before the bend, not on it.

Further advice is available here.

Road Safety Scotland also runs a successful information campaign  – Around 55% of road deaths in Scotland happen on country roads, and driving too fast for the conditions is the most common cause.