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Motorists are urged to slow down in a bid to prevent accidents.

The annual Brake Road Safety Week also warns rural roads are not race tracks.

The aim is to spread the word about making roads safer encouraging drivers “Speed Down Save Lives” raising awareness about the dangers of driving too fast.

The campaign highlights newer vehicles are more powerful than ever before and reach high speeds quickly.

A spokesperson said: “Driving fast is glamorised and often encouraged by programmes and adverts that worship the cult of the car.

“We all live busy lives and there is a temptation to speed up in the hope of saving time, where in fact we could be costing lives.”

The campaign points out that “speed causes deaths and serious injuries on our roads.”

20mph is the only safe speed in heavily built-up areas used by pedestrians and cyclists.

Breaking the speed limit or travelling too fast for conditions is recorded by police at crash scenes as a contributory factor in one in four fatal crashes in Great Britain.

Drivers with one speeding violation annually are twice as likely to crash as those with none.

A recent Brake survey found that four in 10 (40%) UK drivers admitted they sometimes drive at 30mph in 20mph zones.

Motorists warned speed kills

22 November 2017