DfT figures show three people die each day on country roads in the UK
New figures from the Department for Transport have revealed that an average of three people died on country roads every day last year.
In total, 1,040 people were killed and 9,051 seriously injured on country roads in 2014, with a third (348) of fatalities occurring on a bend.
In spite of this, almost a quarter of road users surveyed admitted to braking too late on bends and two-fifths (41%) claimed to have swerved to avoid something in the road.
The problem is most acute among young drivers, with a third admitting to braking too late before a bend and more than one in 10 admitting to ‘taking the racing line’ by crossing into the opposite side of the road to take a turn faster.
Young drivers are also the most likely age group to overtake on a bend without a clear road ahead.
In response, Think! has launched a new country roads campaign. Think! has partnered with a farmer to turn potential road hazards into impossible-to-ignore warning signs.
‘Helpful hazards’ features animals and vehicles sprayed with helpful signs prompting drivers to slow down, anticipate hazards and brake before the bend, not on it.
Road safety minister Andrew Jones said: "Every injury and death on our roads is a tragedy and that is why the new Think! country roads campaign is so important.
"We want the public to anticipate potential hazards on the road when driving in the countryside, to watch their speed and take care when approaching a bend."