Drivers are being urged by road safety experts to think about the dangers of driving too fast for road conditions in a new THINK! campaign which launches this week.
The new THINK! campaign, “Is pushing it worth it?” is targeted at young male drivers as statistics show male drivers aged 17-24 are four times more likely to be killed or seriously injured than drivers aged 25 or over. Research findings also show that 60% of all young male car driver serious and fatal collisions were on rural roads.
Safety experts further raise concerns as less than half (43%) of young men consider exceeding the speed limit to be unacceptable, while over two thirds (68%) see drink driving and over half (52%) think using a mobile without handsfree is unacceptable.
Alongside the campaign, the Government continues to consider how to enhance road safety, with a particular focus on rural roads such as those in the Staffordshire Moorlands.
As part of the Safer Roads Fund, the Government, together with local authorities and safety groups, is continuing to deliver a wide range of improvements across rural roads.
To date, £100m has been provided through the programme to improve the fifty most dangerous roads in England, the majority of which are rural roads. Some of the improvements already made include improved signage, safer pedestrian crossings and better designed junctions.
