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Country roads campaign kicks off

By Fiona Reid
Annan and Eskdale
Country roads campaign kicks off

THE devastating consequences of driving too fast on country roads is being highlighted in a new campaign,

Drivers in rural areas are being urged to watch their speed by The Scottish Government and Road Safety Scotland.
And young men are being particularly targeted after figures showed two thirds of those who died or were hurt on country roads last year were men – and male drivers aged 22-40 have a higher risk of being involved in a crash.
Minister for Transport Humza Yousaf said: “We are committed to achieving safer road travel in Scotland and whilst we have seen a 16 per cent decline in fatalities on country roads in the last year, every life lost is one too many.
“The campaign shows the true consequences of driving at an inappropriate speed on country roads. You just don’t know what is round the corner, and motorists need to realise they aren’t invincible and that it could happen to them. We want every driver in Scotland, particularly young men, to take note and to encourage them to drive at an appropriate speed for the conditions.”
Chief Superintendent Andy Edmonston, of Police Scotland, added: “Loss of control is the biggest cause of deaths on country roads, and this is often a result of driving too fast for the conditions and leaving too little time to react to unpredictable road conditions and hazards.
“We are urging drivers to take extra care on country roads, including those that they travel on frequently as you can never be sure what’s round the corner.”
A powerful TV advert is leading the campaign showing a character losing control of his car and losing his life.
It also features interviews with members of the emergency services.

For more information log onto or check out the Road Safety Scotland Facebook and Twitter (@roadsafetyscot) pages. The ad is available to view at


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