Country roads are the deadliest in the UK according to government figures.
Figures released by the Department for Transport revealed that an average of three people died on country roads each day last year making them more dangerous than urban areas.
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 comparison, there were 616 deaths on urban roads and 96 on motorways.
In spite of this, almost a quarter of road users surveyed by the department admitted to braking too late on bends and two fifths (41%) claimed to have swerved to avoid something in the road.
The problem was most acute among young drivers, with a third confessing to braking too late before a bend and more than 1-in-10 admitting to ‘taking the racing line’ by crossing into the opposite side of the road to take a turn faster. Young drivers were also the most likely age group to overtake on a bend without a clear road ahead.
In response, Think! is today 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.
Road safety minister Andrew Jones said: “Every injury and death on our roads is a tragedy and that is why the new Think! country roads campaign is so important. We want the public to anticipate potential hazards on the road when driving in the countryside, to watch their speed and take care when approaching a bend.”