Campaign launched to encourage safer driving in the rain

Highways England has launched a new campaign urging drivers to slow down in the rain.

Almost 3,000 people were killed or seriously injured when driving in the rain last year, with statistics revealing that people are 30 times more likely to be killed or seriously injured on the roads in rain than in snow. The new safety campaign is warning drivers that ‘when it rains, it kills’.

The figures also reveal that travelling too fast for the current conditions was identified as a factor in one in nine road deaths in Great Britain last year, with drivers failing to alter how they drive in response to changing conditions on the road.

Highways England is warning that even driving within the speed limit in wet weather could be dangerous if drivers don’t allow extra space between them and the vehicle in front. And the message is being reinforced with rain-activated paint messages visible to people leaving motorway services when it is raining.

A new road safety video has also been produced, directed by award-winning photographer Nadav Kander, which shows rain falling inside the home of a family imagined to have been involved in a serious road collision. The video is available to watch below:

 

Highways England’s head of road safety, Richard Leonard, said: “Most of us already slow down in snow, ice or fog but when it rains we consider it normal so don’t adapt our driving.

“The sad fact is that 2,918 people were killed or seriously injured on the roads when it was raining last year, and not slowing down to suit the current conditions was identified as a factor in one in nine of all road deaths.

“Rain makes it harder for tyres to grip the road and harder for drivers to see ahead – significantly increasing the chances of being involved in a collision. We’ve launched our new campaign to make drivers aware of the dangers and to stay safe.”

You can read more about the new safety campaign in the December 2016 issue of Highways Magazine.

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