New code published for safety on South West's rural roads
107 people lost their lives on rural roads across our region, in 2023
Road safety campaigners are publicising a code for how to stay safe in the countryside, as new figures show there were 107 fatalities on rural roads in the South West, in 2023.
NFU Mutual says the number is "tragic and disproportionate" , with 70 percent more deaths on rural roads than urban roads, despite there being less than half as many collisions.
Today (2nd December) the insurer is publishing a Code for Countryside Roads to try and reduce the number of deaths, which it has put together in partnership with four UK farming unions, the Farm Safety Foundation, British Horse Society and Older Drivers Forum.
Nick Turner, Chief Executive of NFU Mutual, said: “Rural roads are the arteries of our countryside, vital to the rural economy and serving to connect us all to the benefits of the great outdoors.
“It is therefore all the more concerning that each year a vastly disproportionate number of lives are lost on rural roads.
"As the leading rural insurer with customers and Agents living and working in rural communities across the UK, we are keenly aware of the importance of countryside roads and the distress and disruption caused by collisions – particularly on the sad occasions where a life is lost.
“Every road death is an avoidable tragedy, and every road user has a responsibility to protect themselves and others, but the disparity in safety between urban and rural roads and the higher risk shouldered by vulnerable road users suggests that more can be done."
According to the latest statistics, collisions on rural roads in Britain are around four times more likely to result in a fatality, compared to in urban areas.
In 2023, an average of one in every 32 collisions (969 of 31,183) on rural highways resulted in a death, compared to one in every 122 (571 of 69,706) on urban roads.
Chief Executive Turner said NFU Mutual is "proud" to be publishing the safety Code.
“The Code has been developed in consultation with our campaign partners and based on feedback from over 700 members of the public," he said.
"It is available to everyone, free of charge, on the NFU Mutual website and we hope it will help steer a course towards safer rural roads for all.”
Tips for staying safe
Within the Code for Countryside Roads NFU Mutual recommend drivers do a number of things to try and stay safe, including planning your route in advance.
"If using a sat nav, check along the route before setting off," the Code reads.
"Many devices will send you through what they think are the shortest or quickest routes, but these may be small or residential roads or require many turns, increasing potential hazards.
"Consider sticking to principal roads as much as possible."
It adds, that 60 percent of crashes happen within 10 miles of a driver's home so one should avoid complacency and drivers should check things like tyre pressure and wear and brake function before setting off.
"Always have a pair of sunglasses to reduce glare," it reads.
"Low winter sun can be particularly hazardous. Slow down or stop if you are dazzled by sunlight."
You can read the Code in full via this link.
Driver views
A survey carried out by NFU Mutual last month found 13 percent of drivers asked had been in a crash on a rural road, with one fifth saying they feel uncomfortable driving in the countryside.
More than half said their biggest concerns are blind corners and narrow roads, while road quality was also a significant worry as was speeding drivers.
The most vulnerable group on rural roads is motorcyclists, with 223 losing their lives on rural roads nationally in 2023.
There were 110 pedestrian deaths and 50 cyclists.