Raising awareness of the hidden dangers
Think Ahead campaign targets road users
THE area’s Safer Roads Team has launched a campaign aimed at raising awareness about the hidden dangers on our rural roads and the risks to vulnerable road users.
The Think Ahead campaign is being introduced in the Charnwood area in response to local residents’ safety concerns, particularly regarding horse riders and cyclists.
Distinctive signs are being erected over the coming weeks at various locations in Charnwood reminding road users to “Think Ahead” and to expect the unexpected, particularly when driving on rural roads where the view of the road ahead can be reduced by hedges or blind bends.
Jonathan Clarkson, Leicester, Leicestershire & Rutland Road Safety Partnership spokesperson said: “This is an important message for all road users.
“Over the three-year period from January 2015 to December 2017 we have had over 1,038 casualties in this part of Leicestershire, tragically this includes six people who have lost their lives and 129 who have sustained serious injuries.”
Jonathan added that nationally 60 per cent of people killed on Britain’s roads die on rural roads, and Government research shows many more drivers are needlessly putting themselves at risk of an accident.
He said: “A shocking 25 per cent of drivers report having had a near miss on a country road, while 40 per cent have been surprised by an unexpected hazard, such as an animal. A third also confess to taking a bend too fast.
“These findings suggest many drivers are failing to anticipate dangers on the road ahead.
“The research mirrors casualty statistics which show that the most commonly reported contributory factor to being killed or seriously injured on country roads is motorists losing control, often because they are driving too fast for the conditions.”