- Car drivers and passengers are three times more likely to die on a rural road than a busy street.
- In 2006, more than 60 per cent of all deaths due to road accidents were in rural areas.
- The people most at risk on rural roads are young men, predominantly aged between 17 and 39.
THINK! strategy for rural speed
Although the national speed limit applies on the majority of rural roads, most drivers do not exceed it on them – the major problem is driving too fast for the conditions.
The rural speed component of the THINK! speed campaign focuses on the dangers of driving at inappropriate speeds on rural roads. It is particularly targeted at young, male drivers and habitual speeders.
In 2007, 76 per cent of people questioned agreed that there is a greater awareness of driving too fast for the conditions, compared to 60 per cent in 2005.