Country Roads recognised in Royal Awards’ scheme
A campaign launched earlier this year to warn about the dangers of driving on country roads across Scotland has won a 2013 Prince Michael International Road Safety Award.
Around 70% of road deaths in Scotland happen on country roads, and driving too fast for the conditions is the most common cause. In 2012, more than 1,000 people were killed or seriously injured on these roads.
‘Country Roads’, which features former Formula One driver David Coulthard, was developed by the Scottish Government and Road Safety Scotland to raise awareness of this issue.
In the campaign, David Coulthard demonstrates how even the best drivers in the world adjust their speed on country roads.
The Country Roads website features The Coulthard Challenge, which allows users to test their driving skills against the former F1 driver, while avoiding hazards.
The campaign also gives tips on driving safely on country roads which include: belt up; watch your speed; be cautious of hidden dips, hairpin bends, and blind corners; expect the unexpected; and avoid distractions.
The campaign aired on TV, cinema, radio and online throughout March 2013 was supported with PR and social media, perimeter advertising and giant banners at football matches.