THINK! has produced a shortened version of its ‘Helpful Hazards’ film and is encouraging local authorities to use it to highlight the dangers of country roads.
First used for the THINK! 2015 Country Roads campaign, the video features animals and vehicles sprayed with signs prompting drivers to slow down, anticipate hazards and brake before the bend, not on it.
THINK! has also distributed the video to TV stations for use as a public information film.
THINK! first launched ‘Country Roads’ in October 2014 with a video and radio ads titled, ‘if you could see’.
The campaign was relaunched in October 2015 on the back of figures which showed that on average three people died on country roads every day during 2014. In total, 1,040 people were killed and 9,051 seriously injured on country roads in 2014, with a third (348) of fatalities occurring on a bend.
In spite of this, in a survey of 2,000 drivers conducted at that time, almost a quarter of respondents admitted to braking too late on bends and two fifths (41%) claimed to have swerved to avoid something in the road.
The THINK! team is working with Road Safety GB and TRL to develop the 2016 Country Roads campaign, which will run during the coming autumn.