LEADING racing drivers – Gordon Shedden, Aiden Moffat and Joe Tanner – took a pit stop at the Knockhill Circuit today, to meet Michael McDonnell – director of Road Safety Scotland – to urge drivers to watch their speed on country roads.
Says a spokesperson: “Country roads account for the largest number of fatal accidents on Scotland’s roads – over half (55 per cent)(see Note 1).
“Last year alone, 755 people were killed or seriously injured whilst driving on country roads (see Note 1) and three out of four of those were men (see Note 1).”
The campaign is being headed by the Scottish Government and Road Safety Scotland (part of Transport Scotland).
Added the spokesperson: “Loss of control is the biggest cause of deaths on country roads, frequently associated with driving too fast for the conditions and leaving too little time to react to unpredictable road conditions and hazards.”
The Country Roads campaign includes a new advert which follows a fictional character losing control of his car on a country road with devastating consequences.
The emotional campaign 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, with the strapline, ‘Don’t miss what’s round the corner. Watch your speed on country roads’.
British Touring Car Championship (BTCC) driver, Aiden Moffat, said: “I’m supporting the Country Roads campaign as a friend of mine, who is a good and experienced driver, lost control on a country road corner and had a very lucky escape.
“His seat snapped and the wheel came through the floor.
“Fortunately, he hit the tyre otherwise he may not have been so lucky. It doesn’t matter how good a driver you are, you need to drive at an appropriate speed, especially on country roads which are very unpredictable.”
Minister for Transport and Islands, 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.
“We know the risks are associated with inappropriate and excessive speeds, which is why Scotland’s Road Safety Framework to 2020 has speed as one of its priorities and includes a variety of measures to tackle the problem.
“We have been making good progress, but there is still more to be done to help reduce fatalities on our roads.”
The campaign is running throughout Scotland across multiple channels including TV, cinema, outdoor, radio, digital advertising, PR and field and partnership.
Don’t take yourself out the picture. Michael McDonnell, director of Road Safety Scotlan,d with Gordon Shedden (current BTCC British Champion wearing red jacket), Aiden Moffat (BTCC driver wearing blue/black jacket), Joe Tanner (Mini Cooper and single seater racer wearing black jacket) show their support of the new Country Roads campaign at Knockhill Racing Circuit.
1. Key reported road casualties Scotland 2014
Figures based on five-year averages (2010-14)
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