News & Features

Think! Launches Rural Road Safety Campaign

Posted in General News on Wednesday, March 8th, 2023

This new road safety campaign launched by the Department for Transport (DfT) urges drivers to consider the dangers of driving too fast on rural roads. This new campaign has the tagline ‘is pushing it worth it’ and it is aimed at young men. Statistics show that drivers aged between 18 and 24 are four times more likely to be killed or seriously injured than drivers aged 25 or over. The research also showed that 60% of all serious and fatal collisions involving young male drivers happen on rural roads.

Alongside the campaign the government continues to work to improve the safety of rural roads with initiatives such as the Safer Roads Fund. So far, the Safer Roads Fund has provided £100 million to improve the 50 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. Road Safety Minister, Richard Holden said “Road safety is our priority, but we want to accelerate our efforts to tackle unsafe driving habits and create some of the safest roads in the world. “We’re highlighting the dangers of relaxed driving attitudes on rural roads so that everyone recognises that pushing the speed limit is just not worth it.”

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