A campaign by The British Horse Society (BHS) asking drivers to slow down for horse and rider has been launched from the forecourt of Jet Cotgrave, Nottingham.

As a continuation of the campaign, petrol pump advertising will be rolled out to 96 supermarket petrol forecourts across the UK, reaching a potential 9.2 million drivers.

The advertising campaign comes as The British Horse Society reveals figures from its horse accidents website. In the five years since the start of the website, the charity received over 2,000 reports of road incidents involving horses. Of these, 36 caused rider deaths, and 181 resulted in a horse dying from their injuries or being put to sleep.

Beth Greener, BHS marketing manager, said: “This petrol pump advertising campaign has the potential to reach millions of our target audience – UK drivers. By slowing down around horses, drivers can keep everybody on the roads safe; horses and riders as well as drivers and their passengers.”

Lee Whiteman, site owner of Jet Cotgrave Service Station, said: “Road safety is vitally important and everybody’s responsibility. We, at Cotgrave, are delighted to be involved and support this campaign.”