Brake, the road safety charity, has backed a Department for Transport’s campaign which shows how country roads are deadlier than many motorists think.
The campaign reveals that three in five deaths occur on country roads, yet many drivers remain oblivious to the risks.
In a survey for THINK!, the UK Government’s road safety campaigns unit, a worrying quarter of drivers admit to having had a near miss on a country road.
Brake has been campaigning on road safety issues and supporting bereaved and injured crash victims for nearly 20 years.
Its own survey, published this summer, revealed one in three drivers admit to driving too fast for safety on country roads, by speeding, taking bends fast or overtaking.
In 2013, 895 people were killed on non-built up roads, up 1% on 2012, and 6,554 were seriously injured.
Julie Townsend, Deputy Chief Executive of Brake, said: “We welcome the focus the Department for Transport is giving to this vital issue. Both our campaigns highlight that too many drivers are not treating our country roads – and the people that use them and live near them – with respect.
“The so-called ‘open road’ is a dangerous road, often full of unexpected hazards.
“We are urging drivers to slow down on country roads, staying well within limits and slowing right down for villages, bends, brows and bad weather.
“It’s about being prepared for the unexpected, looking out for people on foot and bike, and respecting the countryside and other people’s right to enjoy it.”