Three people die on country roads every day, according to new figures released by the Department for Transport (DfT).
The figures show 1,040 people were killed and 9,051 seriously injured on country roads in 2014, with a third of fatalities occurring on a bend.
Nearly a quarter of drivers admitted braking too late on a bend, a problem that is more acute among young drivers who are most likely to overtake on a bend without a clear road ahead.
A new country roads campaign called THINK! has launched today to encourage drivers to brake before a bend. This includes spraying animals and vehicles with signs prompting drivers to anticipate hazards and brake before the bend.
Road safety minister, Andrew Jones, said: ‘Every injury and death on our roads is a tragedy and that is why the new THINK! country roads 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.
