Animals used as warning signs in new country road safety campaign

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Hazard warning signs will be painted on animals and vehicles as part of a new campaign promoting safety on country roads.

The THINK! ‘helpful hazards’ campaign comes after figures from the Department for Transport revealed that country roads are more deadly than any other.

In Yorkshire and Humberside, 97 people lost their lives on rural routes in 2014 and a further 811 were seriously injured.

Nearly a quarter of the county’s road users admitted to braking too late on bends and two fifths claimed to have swerved to avoid something in the road.

Now, THINK! has partnered with a farmer to turn potential road hazards into hard-to-ignore warning signs prompting drivers to slow down, anticipate hazards and brake before bends, not on them.

Road Safety minister, Andrew Jones, said: “Every injury and death on our roads is a tragedy and that is why the new THINK! country road campaign is so important.

“We want the public to anticipate potential hazards on the road when driving in the countryside, to watch their speed and take care when approaching a bend.”

Among those backing the campaign are former England rugby player Phil Vickery and British Touring Car champion James Coles.

Mr Vickery said: “As someone who lives in the countryside, I do a lot of driving on winding country roads every day.

“I’m often shocked at the lack of care other drivers take when driving around blind bends.

“Both my wife and I have been involved in several near misses, and minor incidents, so this is something very close to my heart.

“You never know what might be around the corner: from cyclists, horse riders and wildlife to debris and slow-moving vehicles, we all have a duty of care to be respectful to all users of the countryside and keep each other safe.”

An average of three people died on country roads every day last year, with a third of fatalities occurring on a bend.

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