Dead Slow: Leading the Charge for Equestrian Road Safety

By Alan Hiscox, Director of Safety at The British Horse Society

At The British Horse Society (BHS), we’ve long understood the risks faced by equestrians on the road. With riders and carriage drivers often having no option but to use roads to access off-road routes, their safety is a concern we have been trying to significantly influence for years. Our mission is simple: to ensure every equestrian can feel safe and respected when enjoying the great outdoors with their horse.

In 2016, we launched the Dead Slow campaign in direct response to an alarming rise in near misses and serious incidents involving horses and vehicles. The aim was to inform and guide road users on how to safely pass horses - and why it matters. The campaign centres around four clear messages:

• Slow down to a maximum of 10mph

• Be patient - don’t rev your engine or use your horn

• When safe to do so pass slow and wide - allowing at least 2 metres space.

• Drive slowly away

These straightforward actions have made a real difference. Not only have they raised awareness, but we are sure they’ve helped prevent countless incidents, injuries and fatalities.

A major breakthrough came in 2022, when because of the BHS, these messages were adopted into the Highway Code. This was an important moment for us and the equestrian industry - official recognition that horses are one of the road users most at risk and that their safety is a shared responsibility. The inclusion of Dead Slow guidance in the Code enabled specific advice to be given to other road users and validated the work we’ve done to bring equestrian road safety into the national conversation.

The BHS Safety Team, which I’m proud to lead, has been instrumental in spreading this message. Through attendance at public events, transport industry forums and road safety conferences, we’ve involved thousands of drivers face-to-face. This direct engagement is crucial in helping the public understand how horses may react on the roads and how small actions can prevent tragedy.

We’ve also forged strong partnerships with police forces and road safety bodies across the UK, enabling us to influence decision-making at the highest levels. Campaigns like Look Out for Laura (where Laura recounted her harrowing experiences from a road incident) remind us that behind every statistic is a person, a family and a beloved horse.

Using data is also central to our approach. Our Horse i app allows anyone to report incidents in real time, giving us the evidence we need to push for better signage, infrastructure and local interventions.

Road safety is everyone’s responsibility. Whether you’re behind the wheel or in the saddle, we all have a part to play. As we move through the year, with more traffic on rural roads, I urge all road users to show patience and consideration. A few seconds of care can mean the difference between a safe journey and a life-changing incident.

At the BHS, our work continues - relentlessly and passionately. To learn more or to report an incident, visit www.bhs.org.uk/deadslow.

Together, we can make the roads safer for everyone.

To find out how to join Alan and others working together as part of the Vision Zero Community, click here.