Drivers in the UK are being urged to think about the dangers of driving too fast for road conditions in a new Government campaign.

The new THINK! campaign, ‘Is pushing it worth it?’ is targeted at young male drivers, as statistics show male drivers aged 17 to 24 are four times more likely to be killed or seriously injured than drivers aged 25 or over.

Research findings also show that 60 per cent of all serious and fatal collisions involving young male car drivers were on rural roads.

Safety experts raise further concerns as less than half (43 per cent) of young men consider exceeding the speed limit to be unacceptable, while over two thirds (68 per cent) see drink driving as unacceptable and just over half (52 per cent) think using a mobile without handsfree is unacceptable.

“We’re highlighting the dangers of relaxed driving attitudes on rural roads so that everyone recognises that pushing the speed limit is just not worth it,” said Road Safety Minister Richard Holden.

Speeding accounts for around one in four fatal collisions, but despite this is considered one of the least risky and most acceptable behaviours among drivers, especially young men. The campaign highlights that speed kills and injuries 54 young people every week in the UK.

Alongside the campaign, the government is particularly focusing on rural roads. As part of the Safer Roads Fund, £100 million has already been provided to improve the 50 most dangerous roads in England, the majority of which are rural roads. Some of the improvements already made include improved signage, safer pedestrian crossings and better designed junctions.

The government’s THINK! Campaign is a dedicated road safety awareness campaign which aims to reduce deaths and serious injuries on UK roads.