Slow Down On Rural Roads
Safety Camera Partnerships in the South West have launched a joint campaign across the region designed to highlight the dangers of speeding on rural roads.
The South West is one of Britain’s favourite holiday destinations and boasts many tourist attractions, including for some the joy of driving on rural roads. The campaign is designed to coincide with the school holidays when the region’s roads become busier, with many motorists driving on unfamiliar roads.
Bus backs across the region will remind motorists to slow down and encourage a sense of accountability. Commonly used phrases such as ‘Are we nearly there yet?’ and ‘Countryside to die for’ will connect the holiday theme with the need for responsible motoring.
The campaign is not only aimed at tourists who need to take care driving on unfamiliar roads, but also at local drivers who need to give greater consideration to the fact that many other road users will not have used the region’s roads before.
Figures released by Department for Transport indicate that as many as 64% of all road deaths happen on rural roads and that car occupants are three and a half times more likely to be killed on a rural road than an urban one.
Julian Hewitt, a spokesperson for the Safety Camera Partnerships for Hampshire and the Isle of Wight, said; “Rural roads sometimes have less traffic than urban ones and some motorists assume because of this that it is safe to break the speed limit.
‘However, country roads should be treated with caution. Just because a road is national speed limit does not mean that it is always safe to drive at 60mph.
‘Motorists should only drive at a speed appropriate for the road and conditions and never in excess of the speed limit”.
This joint effort by Safety Camera Partnerships in the South West will ensure the same message is communicated throughout the region, ensuring motorists have a safer driving experience.
Posted: Thursday, July 27 2006
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