Think! Country Roads

Department for Transport Guidance

Contents

• 1. Introduction
• 2. Campaign Activity
• 3. Core Messages
• 4. Useful Links

1. Introduction

60% of fatal road accidents occur on country roads. In 2013, 1,070 people were killed on these roads—nearly eleven times more than on motorways.

Research from THINK! shows that drivers often underestimate the risks of country roads. Drivers perceive them as the “fun” part of driving and become complacent on familiar routes. The most common contributory factors to these fatalities are:

• Poor observation and planning
• Excessive entry speed into bends
• Driving too fast for the conditions

2. Campaign Activity

The “If You Could See” campaign targets all drivers, with a particular emphasis on young male drivers, who represent the largest group involved in serious collisions on country roads where speed was a factor. Our objective is to:

• Increase perceived risk on 50 and 60 mph country roads
• Highlight the salience of hidden hazards
• Encourage drivers to brake before the bend, not on it

This campaign uses 3D scanning technology to demonstrate that country roads are full of hidden hazards. By “seeing” through bends, viewers spot dangers they would otherwise miss. The key message: in real life, you can’t see around every corner, so always slow down to give yourself time to react.

The media campaign runs from 9 October to the end of November across:

• Cinema screens
• Video on demand (e.g., 4OD, ITV Player) and online video
• Radio
• Petrol station screens
• Twitter

Watch the “If You Could See” videos (alt=”If You Could See campaign video playlist”).

3. Core Messages

The campaign’s core messages are:

• 60% of road fatalities occur on country roads
• Country roads are full of hidden hazards
• If you could see the danger through the bend, you’d slow down
• THINK! Brake before the bend, not on it

Drivers are urged to:

• Read the road ahead and anticipate potential hazards
• Drive at a speed that allows you to stop within the visible distance
• Stay in control by braking before a bend, not on it
• Give cyclists and horse riders plenty of space when overtaking

4. Useful Links

For full advice for drivers on the THINK! Country Roads website, visit the link above.

You can also:

• Find out about collisions in your local area
• Check current speed limits

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