Motorists in rural areas are being urged to slow down before approaching bends as part of a new Government backed road safety campaign.

The 'THINK!' campaign also calls on drivers to anticipate potential hazards, drive at a speed that allows them to stop within the distance they can see ahead and to give cyclists and horse riders plenty of space when overtaking.

Department for Transport statistics show that an average of three people die every day on rural roads, accounting for 60% of Britain’s total road fatalities. The fatality rate of rural roads is said to be nearly 11 times higher than that of motorways.

It is claimed that 25% of drivers report having had a near miss on a country road, while a third have confessed to taking a bend too fast.

Road Safety Minister Robert Goodwill described rural road deaths as “needless tragedies”. He added: “I want the public to understand these risks and adapt their driving to the conditions they face.”

Operations director Richard Owen of Safer Roads, an organisation that works to reduce road casualties in Berkshire, said: “Often drivers are going too quickly on twisty, narrow roads and overestimate their ability to control the car, often with devastating consequences.”

Road safety charity Brake’s deputy chief executive Julie Townsend added: “We welcome the focus on this vital issue.”

(Photo: Jim Champion)

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