A West Midlands council has launched a social media campaign aimed at saving young people's lives on rural roads. Warwickshire County Council is targeting improved safety for young and newly qualified drivers, who face the highest risk when driving on the county's rural roads, the council states.
Focus on Fosse Way and Speed Risks
The campaign is centred on the Fosse Way, Warwickshire's longest rural road, highlighting the risk of speeding around its bends and junctions. Data shows that 41% of all collisions in Warwickshire occur on rural roads. The council reports that while young drivers make up around 8% of the county's driving population, they are involved in 21% of crashes and 31% of fatalities on rural roads. Additionally, 82% of those killed on Warwickshire's rural roads are men.
Local Study Findings
A local study also identified that 66% of 4,700 critical speed incidents took place at junctions, underscoring the need for targeted interventions.
Official Comments
Mark Ryder, Warwickshire County Council's Executive Director for Communities, said: 'I am delighted to see real progress being made through this innovative road safety scheme. This initiative represents an important step forward in addressing the disproportionately high number of collisions involving young drivers on rural roads. By investing in innovative, targeted approaches, we are not only improving safety for today's road users but also helping to build a culture of responsible driving for future generations. I look forward to seeing the positive impact this scheme will have in making our roads safer for everyone.'
Philip Seccombe, Warwickshire's Police and Crime Commissioner and Chair of the Warwickshire Road Safety Partnership, added: 'Every serious collision I am briefed on represents a moment where everything changed for a family. Too often, the people involved are young, with their whole lives ahead of them. That is what makes this campaign so important. It speaks honestly about the pressures and confidence that come with new driving, and it does so in a way young people recognise as real. If slowing down a little earlier at a bend or junction helps even one person get home safely, then this work will have been worth it. My message to families is simple too: keep talking, keep reinforcing good habits and never underestimate the influence you still have.'
