The Department for Transport's THINK! Rural Speed Campaign, warning drivers not to go faster than the conditions allow, can be heard on radio stations across the UK this month.
Long straights and demanding bends, as well as less traffic and fewer pedestrians can make drivers believe it is 'safe' to go faster than they normally would.
But the reality is the opposite - the risk of fatally injuring yourself or your passengers increases three-fold on a rural road.
This is backed up by the evidence that there is often only one car involved in rural accidents, making it likely that drivers have been tempted to push themselves or their car beyond their limits.
The number of car accident fatalities on rural roads by region last year
North East: 44
North West: 97
East Midlands: 158
West Midlands: 112
South East: 188
South West: 134