Rural roads are far more dangerous than urban roads, according to the Department for Transport.
The statistics show that two-thirds of road fatalities happen on rural roads, not urban.
Although it is reported there are less cars on rural roads, people are killed more frequently.
In 2020, there was a 48% increase in cyclists being killed and a 25% increase of serious injuries compared to 2019, despite a drop in the amount of traffic.
NFU Mutual is launching a campaign designed to keep everyone safe on rural roads.
The number of fatalities could be reduced if everyone:
- Respect and understand the needs for rural roads, and make their safety top priority.
- Respect the hazards and be cautious on rural roads.
- Follow the rules and advice on road safety.
Exercising in the countryside is exhilarating but before you lace up your trainers or walking boots, it’s important to consider your safety.
— NFU Mutual (@nfum) December 21, 2021
As part of the campaign NFU researched safety on rural roads and what cyclists and motorists have experienced on them:
- 15% of motorists living in rural areas have been involved in a collision on a rural road.
- 90% believe road users need to understand the danger of a rural road and how to behave.
- 85% of motorists living in rural areas are concerned about the safety on their local roads.
In an interview with NFU Mutual, Jade Devlin, Head of Rural Road Safety, highlighted this issue being prominent in the South West.