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Drivers warned over complacency on rural roads
1st February 2010
British drivers have been warned that complacency is a leading factor behind many fatal crashes on rural roads.
Following on from the release of official figures showing that three in four Scottish roads deaths occurred on country roads in 2009, Road Safety Scotland has teamed up with the Scottish government to highlight the risks associated with driving outside of built-up areas.
The joint advertising campaign, which will be shown on the TV and online, will focus on advising motorists of the need to watch their speed, particularly on blind corners and in tough conditions, while drivers are also being advised that horse riders and slow-moving tractors can also present a hazard to those not paying attention.
Launching the initiative, Michael McDonnell, director of Road Safety Scotland said: "Too many drivers are putting their lives at risk by driving at a speed that's wrong for the conditions.
"This campaign urges drivers of all ages to slow down, be aware of the unpredictability of country roads and adjust their speed to the conditions."
Road Safety Scotland has also worked to highlight the dangers of drink-driving, as well as encouraging young motorists to slow down.
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