Set up in March 2016, the Dead Slow campaign aims to educate drivers on how to pass horses safely on the road – and remind riders of their responsibility to adhere to the Highway Code.

The new video features a ‘raw and honest’ conversation between Alan Hiscox, director of safety at the BHS, and Laura Thorogood, who founded Canewdon Equestrians after her horse, Angel, was killed after being struck by a vehicle travelling at 53mph, while Laura herself was left with serious injuries.

The BHS says the video highlights the seriousness of road safety for equestrians.

Alan Hiscox said: “Incidents similar to the one highlighted in the video are sadly becoming a reality for many equestrians across the country.

“The aim of this video is to clearly demonstrate the devastating impact these incidents can have on riders and horses.

“If drivers adhere to our ‘Dead Slow’ key messages by slowing down and allowing enough space between themselves and the horse, then we can help bring this incident rate right down.”

Canewdon Equestrians have campaigned for three years to get the speed limit reduced where Laura’s collision took place – and last month they were told it will be reduced from 60mph to 40mph.

Laura Thorogood said: “I cannot emphasise enough the importance of the fact that our roads are shared by all vulnerable road users, everyone’s safety is paramount.”

The key behavioural change messages to drivers in the Dead Slow campaign are:

  • Slow down to a maximum of 15mph
  • Be patient – do not sound the horn or rev the engine
  • Pass the horse wide and slow (if safe to do so), at least a car’s width if possible
  • Drive slowly away

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