Think! Country Roads Campaign
The THINK! team has relaunched its ‘Country Roads’ campaign which will run until the end of November.
This campaign is targeting drivers aged 25-34 years, using the message ‘Brake before the bend, not on it’. Evaluation shows that this age group did reduce their speed into bends following the 2015 campaign.
59% of all road fatalities occur on country roads, and in 2015, 10,307 people were killed or seriously injured on country roads in Great Britain. The number of people killed on country roads is 10 times higher than on motorways.
The biggest contributory factor to killed or seriously injured casualties on rural roads is loss of control, which is frequently associated with inappropriate speed at bends.
The THINK! Country Roads campaign aims to get drivers to anticipate the hazards that may lie ahead and reduce their speed into bends.
A survey carried out prior to the 2015 campaign showed that problems on country roads are most acute among young drivers.
A third confessed to braking too late before a bend and more than one in 10 admitted to ‘taking the racing line’ by crossing into the opposite side of the road. Young drivers are also the most likely to overtake on a bend without a clear road ahead.
The campaign will include cinema, radio and online content, and road safety teams are being encouraged to share these posts or create their own, link to the THINK! website and share content from YouTube or Facebook.