posted 4 years ago

New Safety Campaign: 3D Video Highlights Risks On Country Roads

THINK! Campaign Focusses On Country Roads

THINK! has launched an eye-catching road safety campaign that uses “3D scanning technology” to highlight the risks motorists face on country roads.

The campaign emphasises that 60% of motoring fatalities in the UK occur on country roads, which equates to about three people per-day.

Furthermore, 25% of drivers have had a “near miss” and 40% have been surprised by an unexpected hazard such as an animal.

The THINK! campaign allows viewers to see through bends on a country road via a short video, and spot hazards such as a people and a tractor.

The message is that - in the real world – a driver cannot “see the perils” that lie behind a bend so it is best to slow down.

Drivers – the campaign stresses – should also read the road ahead and anticipate hazards, drive at a speed that allows the car to stop in the distance the motorist can see to be clear, and brake before bends. Cyclists and horse riders should be given plenty of space.

Road Safety Minister Robert Goodwill said: “Britain’s roads are among the safest in the world, but most people don’t know that motorists are nearly 11 times more likely to die in an accident on a country road than on a motorway. I want the public to understand these risks and adapt their driving to the conditions they face.”

British Touring Car champion James Cole said: “As a young racing driver, I learnt a number of key skills such as looking ahead and judging the road conditions. These skills are equally important for everyday driving in Britain.

“Being a responsible driver, I try to anticipate hidden hazards and brake before the bend and this is critical on country roads - you just don’t know what’s around the next corner.”


The routes of most of our country roads were laid down long before motorised transport. The fastest things to negotiate the routes of most of our country roads were the private carriages of the wealthy and the other light horse drawn vehicles of the middle classes and a few tradespeople. Even those such high-speed vehicles were strange and few over what mostly had been routes weaving between property boundaries and natural obstacles and mostly covered by mule trains, foot traffic, horse-back traffic and slow bullock drawn carts. Modern metalled surfaces were applied to those historical rutted tracks which provide the temptation of high speed travel along them. It is true it is possible in places to drive with relative safety at twice or three times the speed of a galloping horse but there are more places where even a galloping horse would be travelling far too fast for safety. When an animal strays onto a main road it has strayed into the domain of people but when people drive along country roads they do so in the domain of animals and there could be anything around the next bend or blind corner from a mouse to loose farm animals, deer of all sizes, cyclists, pedestrians, horses and riders or fallen trees. Mud, animal dung, fallen leaves or loose chippings will defeat the best tyres and most modern brakes with ease as will the isolated patches of ice caused by the many micro-climates along such lanes and roads. Drivers should proceed along our country roads as if in a foreign country where the laws are unknown but penalties for breaking them are high...

What super graphics. Very well made video.