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Video: Coulthard backs drive to reduce road fatalities

HE made his name by speeding.

DAVID COULTHARD: Highlighted challenges of driving on country roads.
DAVID COULTHARD: Highlighted challenges of driving on country roads.

Now he is going to use it to make others slow down.

David Coulthard has been unveiled as the face of a major new Government campaign to reduce accidents on Scotland's deadly country roads.

The former Formula 1 ace is thought to be the first racing driver to front a speed campaign anywhere in the world. He has been recruited as new figures reveal seven out of 10 fatalities on Scotland's roads are in rural areas, and three-quarters of the victims are men.

The main cause of accidents is driving too fast for conditions, whether within the speed limit or not. Watch the campaign's video below.

 

Coulthard, from Twynholm village in Dumfries and Galloway, said: "I'm backing this year's country roads campaign because I grew up in the south west of Scotland and did most of my early driving around there, so I'm aware countryside driving comes with its own unique set of challenges.

"Driving on country roads takes more than simply being aware of the basic Highway Code.

"Increased concentration and greater care is needed to adapt to the muddy tracks and changeable conditions which make country roads particularly tricky.

"The main goal of this campaign is to ultimately reduce fatalities. Too many people are killed in road accidents that could be avoided. I hope this campaign will reduce the eventuality of accidents on country roads and make sure it is something that doesn't happen as frequently in the future as it unfortunately does today."

Road fatalities have fallen steadily over recent decades. However, the number of men, especially young men, killed while driving on country roads remains stubbornly high.

Figures released last year showed a total of 12,763 injuries and deaths were recorded during 2011, 575 fewer than in the previous year. The number of deaths was down 22 to 186 and injuries were down 553 to 12,577.

Coulthard, who won 13 Grand Prix races, will front TV, radio, internet and cinema adverts showing how even some of the world's best drivers adjust their speeds on country roads.

One of his main points is that even familiar roads can become hazardous because of changing conditions–- such as mud spilled by tractors or winter ice.

Transport Minister Keith Brown, unveiling the new campaign, said: "In Scotland we currently have the lowest road casualty figures since records began.

"Fatalities are down by 11% from 2010, and while even one death on our roads is one too many, there are encouraging signs of progress.

"However, we know that male drivers make up three-quarters of those killed on our roads and 70% of fatal accidents happen on country roads.

"I hope that David Coulthard, a Formula 1 legend, can help convince them to change their dangerous driving habits."

The campaign is based on research showing the main target of the campaign – men aged 22-40 – see Coulthard as a credible role model.

During his Formula 1 career Coulthard notched up 535 points, making him the highest-scoring British driver of all time. Since his retirement he has regularly appeared as a pundit on the BBC's F1 coverage. He has lived for many years in Monaco, but also has homes in several European countries and owns a number of luxury hotels.

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