Drivers urged to slow down on rural roads

A radio advertising campaign has been launched by the DfT to remind motorists to drive as carefully on rural roads as they do on urban ones.

A recent survey indicates that younger and inexperienced drivers are taking the most risks, with almost one in 10 admitting they think it's safer to break the speed limit of rural roads due to less traffic. The reality is different though as unforeseen hazards such as blind bends or animals in the road can lead to crashes, as well as headlights temporarily blinding drivers at night.

The advert highlights the potentially fatal consequences of driving too fast and is aimed at primarily younger drivers. "Too many accidents are happening on quiet country roads," said David Jamieson, road safety minister. "It's only right we highlight the dangers and urge motorists to take the same care as they do when driving in urban areas to avoid crashes."

Click here to listen to the radio commercial.