A new THINK! rural speed advertising campaign has been launched by the Department for Transport, amid new figures highlighting the carelessness of male drivers on rural roads.

The campaign is carrying the slogan, ‘You’re three times more likely to die in a car crash on a rural road’, and is primarily targeting males between 17 and 39 who drive on rural roads. A survey by YouGov found that 32% of men consider driving over the speed limit acceptable on open roads with few cars, compared with 19% of women. The study also revealed one in five males only consider themselves to be speeding when they are driving more than 10mph over the national speed limit of 60mph. Last year 336 car drivers and passengers were killed on rural roads, of which 71% were men.

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