Almost two-thirds of fatalities happen on the UK’s rural infrastructure and Government studies have shown that drivers are taking less care when driving in the countryside.
Transport Minister David Jamieson said: ‘We are committed to improving road safety on every road in the country but too many accidents are happening on quiet country roads.
‘It is only right we highlight the dangers and urge motorists to take the same care as they do when driving in urban areas to avoid crashes.’
Studies from the Department for Transport have shown that 33% of drivers believe fewer crashes occur on rural roads because they are quieter.
A spokesman from the Government’s Think! Campaign, said: ‘Do not think it is safe to break the speed limit on rural roads just because there is less traffic.
‘There are unforeseen hazards, such as blind bends or animals in the road, that could lead to crashes. At slower speeds you would be able to react to these unforeseen hazards more quickly.’