NEW figures from the Department for Transport reveal that country roads are the most dangerous, with an average of three people dying 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 of fatalities occurring on a bend. The figures for the South West show that 125 people lost their lives in 2014 with a further 1,056 seriously injured on rural roads.

In spite of this, more than a fifth of road users in the South West admit to braking too late on bends and nearly half claimed to have swerved to avoid something in the road.

The problem is most acute among young drivers, with a third confessing to braking too late before a bend and more than one in ten 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, the Department for Transport’s road safety initiative THINK! is launching a new country roads campaign. 

Road Safety Minister Andrew Jones said: ‘Every injury and death on our roads is a tragedy and that is why the new THINK! country road 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.’

Shaun Spiers, chief executive of the Campaign to Protect Rural England, said: ‘Our country roads and lanes are for everyone. They are for drivers, walkers, riders, cyclists and, of course, farmers. They are often beautiful, lined by high hedges and dry stone walls. They are part of rural life.

‘But they also account for the majority of fatal crashes. Even if you think you know a road like the back of your hand, you can never be sure what’s round the corner. So let’s keep our country roads safe for everyone too. Please take care, and keep your speed down.’

For more information search ‘THINK!’ online.