Warwickshire Launches Innovative Road Safety Scheme Targeting Rural Speeding

Warwickshire County Council has unveiled a pioneering initiative aimed at reducing inappropriate speeding on rural roads, with a focus on the historic Fosse Way.

While only a portion of drivers exceed the speed limit, many accidents are caused by driving too fast for the conditions, particularly on bends and at junctions where visibility is limited. Rural roads account for 41% of all collisions in the county, making them a significant focus for safety improvements.

A central element of the programme targets young and newly qualified drivers, who are statistically at higher risk. Despite making up just 8% of Warwickshire’s driving population, young drivers account for 21% of crashes and 31% of fatalities on county roads.

The scheme, developed with behavioural science consultancy SoMoCo, addresses both illegal and inappropriate speeding by combining traditional engineering solutions with insights into driver behaviour.

Cllr Jennifer Warren, Portfolio Holder for Transport and Planning, explained:"What sets our approach apart is that we are addressing the ‘why’ behind speeding and the ‘how’ we combat it, not just the ‘what’. By combining audit data with behavioural science, we’re creating an evidence-based strategy to change how people drive on rural roads."

The audit informed the programme by identifying key behavioural drivers of speeding and pinpointing where interventions would be most effective.

Key features of the initiative include:

• Engineering improvements such as upgraded signage, enhanced road markings, and speed-reducing measures at high-risk bends and junctions.

• Behavioural nudges, including roadside cues designed to instinctively guide drivers toward safer speeds.

• Targeted messaging to encourage safer driving habits, particularly among young drivers.

• Community engagement, including digital campaigns and local outreach to shift social norms around rural speeding.

The council hopes that by addressing both the physical environment and driver behaviour, the programme will significantly reduce collisions and save lives on Warwickshire’s rural roads.