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Online campaign warns of risks on rural roads

  • October 10, 2014

‘Brake before the bend’ is the slogan of a new UK public awareness campaign warning of the risks to be found on country roads. Launched by the UK government’s THINK! road safety campaign, the accompanying facts and figures show that 60% of UK road deaths occur on rural roads, 11 times more than the number of motorway deaths.

Using computer generated imagery the short clip allows the viewer to see around corners and through buildings and trees.  The powerful film, which ends with a head-on collision between a tractor and a car, concludes with the caption: “If you could see the danger through the bend, you’d slow down. Brake before the bend, not on it.”

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The hemicycle of the European Parliament building in Strasbourg, France
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