MORE people die on rural roads than on motorways – but drivers are oblivious to the risks, suggests new research.

Some 60% of fatalities occur on country roads, with three people dying each day – a death rate nearly 11 times higher than on motorways.

Furthermore, many more drivers are needlessly putting themselves at risk of an accident.

One quarter of drivers have experienced a near miss and one driver in 20 has had a collision on a rural road at first hand.

Driving too fast for the conditions is among the most commonly reported contributory factor to being killed or seriously injured on rural roads is motorists.

Now the government's THINK! Initiative is launching a new campaign to warn drivers of the dangers of country roads.

Road safety minister Robert Goodwill said: "Most people don't know that motorists are nearly 11 times more likely to die in an accident on a country road than on a motorway.

"On average, three people die each day on country roads and these are needless tragedies."

Mr Goodwill said he wanted the public to adapt their driving to the conditions they face – reading the road ahead, selecting safe speeds and braking before the bend.

The THINK! campaign has been backed by British Touring Car champion James Cole.

He said: "As a young racing driver, I learnt a number of key skills, such as looking ahead and judging the road conditions.

"These skills are equally important for everyday driving in Britain.

"Being a responsible driver, I try to anticipate hidden hazards and brake before the bend, and this is critical on country roads - you just don't know what's around the next corner."

The new THINK! advertising campaign uses 3D scanning technology to illustrate that country roads are full of unforeseen hazards.

This visual technique allows viewers to 'see' through the bends on a country road and spot the unexpected dangers ahead.

It aims to show drivers that they can't see the perils that may lie behind a bend in reality so it's always best to slow down and leave enough time to react.