New figures show that nearly 200 people were killed or seriously injured on country roads in Cumbria last year.
More than half of those people were aged between 17 and 34.
THINK! - the government's campaign for safer driving - is urging people to be more cautious.
A drama scheme teaching young children about road safety in the Carlisle area could be rolled out across Cumbria.
Pyjama Drama was set up by Sarah Watt, after her seven-year-old son was hit by a car.
The scheme is being supported by Cumbria County Council.
A powerful new campaign from the Scottish Government and Road Safety Scotland, urges drivers to watch their speed on country roads and help reduce the number of fatalities.
"Don't miss what's round the corner. Watch your speed on country roads". thats the message from the Scottish Government as they launch a road safety campaign.
Country roads account for the largest number of fatal accidents on Scotland’s roads - over half (55%).
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 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.
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.”
You can watch the highly emotive campaign advert here:
Superintendent Fraser Candlish of Police Scotland said:
We are urging drivers to take extra care on country roads, as you never know what hazards are waiting round the corner or when something unexpected might happen.
It’s important to drive according to the road conditions as driving even slightly too fast can turn avoidable incidents into serious and ultimately fatal crashes. We hope this new campaign will contribute to a reduction of deaths on Scotland’s roads.”
Scotland and Glasgow rugby player, Stuart Hogg, tragically lost his best friend, Richard Wilkinson, in a crash on a country road in 2009 and is supporting the campaign.
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.”
Stuart Hogg has been involved with the campaign to help promote road safety, particularly amongst younger drivers.
You can watch the video below
The campaign is running throughout Scotland across multiple channels including TV, cinema, outdoor, radio, digital advertising.
A hard-hitting session aimed at cutting the number of young drivers killed or seriously injured in the south of Scotland is being held today.
Hundreds of students from across Dumfries and Galloway will be shown a reconstructed crash scene at Dumfries Academy as part of the Safe Drive Stay Alive campaign.
Police in the Scottish Borders are urging parents, young people and motorists to take care on the roads over the summer.Read the full story ›
Cumbria Fire and Rescue Service is hitting the road this week to spread safety messages as part of a national campaign.
The Chief Fire Officers Association has designated 8-14 June as UK Road Safety Week and is encouraging fire services across Britain to take part by hosting road-safety related activities.
With road collisions still the leading cause of death for young adults aged between 15 and 19, this year’s Road Safety Week is focusing on the issue of young drivers and passengers being distracted and Cumbria's firefighters are supporting the week with a number of events around the county.
A demonstration will take place in Kendal today against delays to road safety improvement on Sedbergh Road.Read the full story ›
Since the beginning of this year, a scheme has been running in Dumfries and Galloway to help older drivers stay safe, and to keep them driving for longer.
Matthew Taylor reports.
A scheme is running in Dumfries and Galloway to help older drivers stay safe and keep driving for longer.
Participants receive three free lessons with a qualified driving instructor and have the chance to take a driving test.
Police and the local NHS launched the programme at the beginning of winter as there had been a rise in the number of elderly motorists involved in accidents.
More than forty mature drivers have taken part so far.
We have an ageing population so the number of people in this age group is rising and the law of averages will tell us that the more people in particular driving age group, the more crashes involving those people so it's as simple as that."
Police are launching a road safety campaign called Operation Spectrum outside schools in Cumbria.
Parents who park on zig zags or double yellow lines when picking up their children will now face prosecution.
Police say the new strategy is about 'student safety'.