Drivers are three times more likely to be killed on a rural road than an urban one whilst in a car.
Now, in a bid to cut rural road deaths, the government has launched a ‘Rural Speed Campaign’, warning drivers not to go faster than the conditions allow. It will run on radio stations nationwide.
The Department for Transport says rural areas can tempt motorists into driving too fast for the conditions faced. Long straights and demanding bends, as well as less traffic and fewer pedestrians can make drivers believe it is ‘safe’ to go faster than they normally would.
But the reality is actually the opposite with the risk of death increasing three-fold on a rural road. Last year 325 car users were killed on rural roads when driving too fast for the conditions or speeding.
Road Safety Minister Jim Fitzpatrick said: “Driving on rural roads can be deceiving. It is important that motorists drive with as much care on a rural road as they would in a more built-up area. The ‘national’ 60 mph speed limit is a maximum, not an expectation, and drivers must match their speed to the road characteristics and weather conditions they are experiencing as well as factoring in unpredictable hazards - like sharp bends, limited visibility or even animals - which can require a quick reaction.”