TRAFFIC deaths in the South West’s rural areas are almost double that of urban deaths, a new analysis has revealed.

In the South West in 2021, there were 191% more fatalities on rural roads than urban roads, even though there were 34% fewer vehicles. This figure was significantly higher than the national average, where fatal accidents on rural roads were 70% higher, but with 35% fewer vehicles.

In response to the disproportionate risk on rural roads, NFU Mutual, together with the Department for Transport, British Cycling and the British Horse Society, are running the Rural Road Safety campaign, aimed at raising awareness of hazards on rural roads and reducing road casualties.

Jade Devlin, Rural Roads Specialist at NFU Mutual, said: ‘Rural roads are a lifeline to many isolated people and a shared space for the entire population, so this is a national tragedy which is rightly a key concern of the public.

‘That is why we’re urging road users to act now to ensure that any further increases in traffic on rural roads don’t lead to a rise in deaths.’