A NEW road safety campaign is urging drivers to watch their speed on country roads.
Rural routes account for around 55 per cent fatal crashes in Scotland, more than any other type of road. Last year alone 755 people were killed or seriously injured whilst driving on country roads and three out of four of those were men.
Loss of control is the biggest cause of deaths, frequently associated with driving too fast for the conditions and leaving too little time to react to unpredictable road conditions and hazards.
A new campaign launched by the Scottish Government and Road Safety Scotland features a fictional character losing control of his car on a country road with devastating consequences.
It is particularly targeted at young male drivers aged 22-40 who have a higher risk of being involved in a crash, and focuses on what they would miss if they weren’t around.
The advert's strapline states: “Don’t miss what’s round the corner. Watch your speed on country roads.”
It will run on television, radio, cinema, digital and outdoor advertising.
Transport Minister Derek Mackay said: “We are committed to achieving safer road travel in Scotland for everyone and clearly we are heading in the right direction. However we still have a long way to go, particularly with younger male drivers. This campaign encourages motorists in Scotland to drive at an appropriate speed for the conditions, particularly on country roads as there is a higher proportion of fatalities in rural areas."
Scotland and Glasgow rugby player, Stuart Hogg, whose lost best friend, Richard Wilkinson, died in a crash on a country road in 2009 is supporting the campaign.
Mr Hogg said: “Losing my best mate Richard will live with me forever and was one of the hardest things I’ve ever had to go through. It could have easily been me and I think about him every day and all of the things he’s missed out on.
“I’m supporting the new campaign to encourage people to take extra care on country roads and I hope I’m doing Richard and his family proud.”
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