Rural areas can tempt motorists into driving too fast for the conditions they are facing. 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 stark reality is actually the opposite - the risk of fatally injuring yourself or your passengers increases three-fold on a rural road.
This is backed by the evidence that there is often only one car involved in rural accidents, making it likely that drivers have been tempted to push themselves or their vehicle beyond their limits.
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' 60mph 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."
Figures for 2006 show that nationally 325 car users were killed on rural roads when speeding or driving too fast for the conditions. All too often it is the Fire and Rescue Services who have to attend these incidents and deal with the consequences of speed related rural accidents. The campaign also has the backing of Fire and Rescue Services.
Howard Robinson, Director of Community Safety at Leicestershire Fire and Rescue Service said:
“As with fires, we would always rather help to prevent road traffic incidents than attend the aftermath. All too often we have to try and free people from horrific wreckages. Myself and colleagues at the community safety teams work closely with road safety experts to try and educate drivers that rural roads have to be driven at a speed appropriate to the road characteristics and weather conditions.”
Figures for 2006 show that regionally 158 car users were killed on rural roads.
