Most fatal crashes in the county happen on rural roads where some drivers may wrongly assume that the national speed limit is always the safe speed to drive at.
This summer, Kent County Council is urging drivers to remember that speed limits are not a target to reach.
Research shows that three in five deaths happen on rural roads, that is main routes outside of town centres with a speed limit of 50mph or more.
Over the last five years, there have been 223 collisions on Kent’s roads, resulting in 339 casualties – including 51 people who were killed or seriously injured – as a result of a vehicle travelling too fast, but not necessarily above the speed limit.
Over half of the drivers involved are aged between 17 and 34.
The campaign will see advertising focus on a driver’s ‘conscience’ sitting in the back seat, reminding the driver that driving at the appropriate speed is the right choice.
People need to think as they drive along, if a car suddenly stopped, if a traffic light changed, if someone was to step out, could you stop in time? Drivers should make the right choice and not take speed to the limit.