Keeping safe on rural roads
A new campaign has been launched urging local motorists to stay safe on country roads.
Between 2004 and 2008, there were 230 fatal and serious injuries on North Ayrshire's country roads and on average, five drivers or passengers are killed or injured on country roads in Strathclyde every day.
That is why the West of Scotland Road Safety Forum has launched the Country Roads Campaign.
North Ayrshire Council is one of twelve local authorities in the West of Scotland that, along with Strathclyde Police, Strathclyde Safety Camera Partnership and Strathclyde Fire and Rescue Services, make up the forum.
The campaign, which launched on Monday, 27 September, aims to raise awareness of the dangers of country roads and to highlight some of the common causes of crashes.
Councillor Tom Barr, who represents North Ayrshire Council on the West of Scotland Road Safety Forum, said:
"We know that nine out of ten Scottish drivers regularly use country roads and we are determined to reduce the number of crashes and casualties by working closely with all our partner agencies to make this happen.
"Our Country Roads Campaign will hopefully reach out to all road users to get across a very important message that 'You are not alone on a country road' and, as a consequence, you should take extra care at all times".
Research has found that many Scottish drivers using country roads regarded them as 'low risk' due to the fact that there is often less traffic on them. But statistically speaking, there is a significantly higher chance of death and injury on this type of road.
Tragically, 1,775 people were killed or injured on country roads in the West of Scotland in 2009.
This new initiative uses radio adverts to help target drivers when they are actually using country roads, and is supported by posters, online information and high-profile promotional activity in key public areas throughout West Scotland to directly engage with the public and raise awareness of the issue.
Councillor Betty Cunningham, the Chair of the West of Scotland Road Safety Forum added:
"In Scotland, 75% of road deaths occur on country roads and addressing this issue is a high priority for the Forum and for the Scottish Government's Framework. The Forum is keen to continue the excellent work already undertaken by Road Safety Scotland to help make Scottish roads safer.
"During 2009, according to official data provided by Strathclyde Police, some of the most frequently reported causation factors in country road collisions were cited as being loss of control, a failure to look properly and driving too fast for the conditions. The West of Scotland Forum is working closely with all our key partners and members to raise awareness of the specific hazards motorists face when driving in the countryside"
For more information on the campaign or for copies of the campaign posters and other materials (in PDF) which can be downloaded visit the Forum website www.roadsafetywestscotland.com
To find out the number of collisions occurring in specific locations visit
www.dontriskit.info/country-roads/home/