THINK! Campaign Focusses 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.”