1,571 persons lost their lives in accidents on rural roads in 2024. In total, this makes up 57 percent of all road fatalities. One of the measures to increase safety on rural roads is the ‘Drive safely!’ rural road safety campaign launched by the German Road Safety Council (DVR) in 2021 and supported by the Federal Ministry for Transport (BMV) and the German Statutory Accident Insurance Institution (DGUV).

Accidents on rural roads have especially serious consequences.

While accidents on rural roads “only” account for around 24 percent of all accidents involving injuries, they are much more likely to cause serious or fatal injuries. There are various reasons for this, such as the lack of any structural separation from the oncoming traffic on rural roads. Compared with motorways, there are also additional hazards, such as wildlife crossing the road or bends which are a crucial factor in accidents on rural roads and their consequences.

Campaign uses roadside posters and social media to raise awareness of accident risks on rural roads.

The campaign uses posters along rural roads with memorable messages specifically designed to draw the attention of drivers and motorcyclists in rural areas and alert them to some of the most common risky driving errors and situations outside built-up areas.

The new poster motifs of the rural road safety campaign are colourful and eye-catching. The messages ‘Don’t speed’, ‘Watch out for wildlife’ and ‘Keep Your Distance’ provide clear and straightforward instructions on safe driving and emphasize that rural road users must take particular care and drive responsibly to minimize the risk of accidents. They also highlight the need for particular consideration towards vulnerable road users.

Poster motifs of 2024 rural road safety campaign

The campaign also uses social media and audio ads to spotlight the specific hazards and risks of driving on rural roads.

You can find more information on the rural road safety campaign at www.dvr.de/sichere-landstrasse (German only) or also at https://www.youtube.com/playlist?list=PL0dR_mdJoT1G6sYIuVjJ1NphBOWAEAe9o

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