A Government campaign has been launched which warns against reckless country driving.

According to studies, motorists are three times more likely to die on rural roads than urban ones, a new government education campaign has warned.

The Department for Transport's THINK! Rural Speed Campaign is aimed at drivers who think it is safe to drive faster than conditions allow when in rural areas.

The relative lack of traffic and pedestrians contribute to this perception, the campaign said. The fact that there is often only one car involved in rural road accidents demonstrates the increased danger caused by such reckless driving.

“It is important that motorists drive with as much care on a rural road as they would in a more built-up area,” said Road Safety Minister Jim Fitzpatrick.

“The national 60mph speed limit is a maximum, not an expectation and drivers must match their speed to the road characteristics and weather conditions they are experiencing as well as factoring in unpredictable hazards which can require a quick reaction.” For further information visit, www.thinkroadsafety.gov.uk.