UK rural roads targeted in new safety campaign

UK rural roads targeted in new safety campaign. Image: Helen Hotson /

The UK government is targeting rural roads in a new campaign in a bid to prevent deaths and injuries among young drivers.

THINK! campaign urges drivers to think about the dangers of driving too fast for road conditions.

Drivers are being urged by road safety experts to think about the dangers of driving too fast for road conditions in a new THINK! campaign.

The new THINK! campaign, “Is pushing it worth it?” is targeted at young male drivers, as statistics show male drivers aged 17 to 24 are 4 times more likely to be killed or seriously injured than drivers aged 25 or over.

Research findings also show that 60 per cent of all serious and fatal collisions involving young male car drivers were on rural roads.

Safety experts raise further concerns as less than half (43 per cent) of young men consider exceeding the speed limit to be unacceptable, while over two-thirds (68 per cent) see drink driving as unacceptable and over half (52 per cent) think using a mobile without handsfree is unacceptable.


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Written by

Anna Ellis

Originally from the UK, Anna is based on the Costa Blanca and is a web reporter for The Euro Weekly News covering international and Spanish national news. Got a news story you want to share? Then get in touch at [email protected]