Rural road safety campaign targets young male drivers

A new road safety campaign has been launched to target young drivers on rural roads, as statistics show that this demographic accounts for 60% of all serious and fatal collisions.

The government’s Think! campaign is aimed at male drivers between the ages of 17 and 24, who are four times more likely to be killed or seriously injured than drivers over the age of 25. 

See also: Urgent review needed as rural road deaths rise

Backed by safety experts, the new strategy comes in light of worrying statistics that show that 54 young people are killed or injured as a result of speeding every week, and only 52% of young drivers say using a mobile phone while driving is unacceptable.

Alongside the campaign, £100m has been designated to improve 50 of the most dangerous roads in England – the majority of which are in rural areas.

So far, this has been used to re-design dangerous junctions, increase signage and improve pedestrian crossings.

Road safety minister Richard Holden said: “We’re highlighting the dangers of relaxed driving attitudes on rural roads so that everyone recognises that pushing the speed limit is just not worth it.

“Speeding accounts for around one in four fatal collisions, but despite this is considered one of the least risky and most acceptable behaviours among drivers, especially young men.”