A new campaign looking to tackle speeding on Scotland’s roads has been launched after figures showed one in five deaths is caused by people driving too fast - with almost three quarters of them coming on rural roads.

The Scottish Government, along with the Scottish Safety Camera Programme, is hoping to tackle speeding and is asking drivers to slow down in a bid to reduce collisions and casualties. The campaign was launched by the Cabinet Secretary for Transport, Fiona Hyslop, and Police Scotland’s Chief Superintendent Hilary Sloan at the Traffic Scotland National Control Centre in South Queensferry.

Figures show that speeding contributes to one in five deaths on Scotland roads and safety cameras play a crucial role in reducing speed and casualties. The new campaign comes despite the fact more than 100 cameras were switched off across the country earlier this year due to improved driver behaviour and speed compliance.

Global research has shown that camera sites led to 42 percent less fatal or serious injuries over a four-year period, while fixed camera sites reduced the number of speeders by 70% over the same time period.

Almost half of reported casualties in Scotland take place on rural roads at 44%, but they account for almost three-quarters of road deaths at 74% because speeds are higher on those roads.

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Research has also shown that fatal collisions caused by drivers travelling at 65mph could be halved if drivers slowed down by just 5mph.

Ms Hyslop, said: "No matter how experienced you are as a driver, collisions can happen to anyone, and the consequences could be devastating – for you, for other road users, and for loved ones. 

"We’re urging drivers to consider their driving behaviour and reduce their speed, making our roads safer for everyone."

There are more than 300 safety camera locations across Scotland, placed where there is evidence of injury collisions and speeding and where they have the greatest potential to reduce casualties.

Chief Superintendent Hilary Sloan, Head of Road Policing, said: “Speeding is always a risk. It only takes a split second to lose control and it only has to happen once.

“A collision affects more than just you and your vehicle – it impacts your family, the victim’s family, emergency services and people who witness it.

“Everyone has to take responsibility to save lives on Scotland’s roads.”

The campaign will run across TV, radio and digital channels  and deliver a strong message to drivers that ‘you only have to lose control once’. The ad will highlight the split-second moment before a collision from a driver’s point of view.