Three people die on country roads every day

A new safety campaign has launched after it was revealed that 60 per cent of road deaths occur on country roads.

The research, carried out by THINK!, a road safety charity, and the Department for Transport (DfT), found that country roads are 11 times more deadly than motorways.

Last year, there were 1,070 deaths on rural roads, compared to the 100 who died on the UK’s motorways.

The worrying statistics have been accompanied by a road safety campaign from THINK! and the DfT is urging all road users to change their riding and driving style on rural roads.

The statistics suggest that road users fail to read the road ahead and anticipate oncoming dangers.

And a major factor in this is travelling too fast for the road conditions, giving less time to react to dangers and increasing the chances of losing control on the road.

The campaign from urges road users to:

  • read the road ahead and anticipate potential hazards
  • travel 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

Robert Goodwill, road safety minister, said: “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.”

Advertising is integral to the new campaign and the road safety charity has launched a powerful film that illustrates unforeseen hazards on the road using 3D scanning.