Rural Roads

Based on the Rural Roads Literature Review (2005) and a study of STATS 19 data (commissioned by the AA Motoring Trust which will be published later in 2007 by its successor body the IAM Motoring Trust), an initial rural roads advertising campaign was launched in autumn 2006. Almost 75% of road deaths in Scotland occur on non built-up roads, and many of these occur in what appear to be normal circumstances. These data resulted in this becoming a top priority for RSS in 2006-07. The research also suggested that this was an area which covered many other issues which RSS is keen to address, namely: young drivers and motorcyclists; alcohol and drug use; speed and speeding; driver distraction and seatbelt usage. It recommended that campaigns should highlight the dangers of rural/open roads to all drivers and try to change the belief that these roads are safer because there is less traffic.