Drivers urged to take extra caution as deer rutting season approaches

Motorists are being asked to reduce their speed to 40mph when travelling through Cannock Chase, with the deer mating season starting this month.

From late September, deer become much more active - especially at dawn and dusk - greatly increasing the risk of collisions on local roads.

To help keep both drivers and wildlife safe, Staffordshire County Council's countryside rangers are stepping up safety measures. Advisory 40mph signs will be displayed across the Chase, reminding motorists to be 'deer aware' during their journeys.

These measures build on existing light and sound deterrents installed five years ago, which trigger when vehicles approach to discourage deer from crossing.

Each year, thousands of accidents involving deer occur across the UK, with an estimated 74,000 collisions nationally. On Cannock Chase alone, 163 incidents were recorded last year, and 75 have already been reported this year. This figure sadly includes 19 fawn deaths, which is twice the usual number, so extra caution is advised due to their low visibility.

Hayley Coles, Staffordshire County Council's Cabinet Member for Communities and Culture, said:

"Cannock Chase is home to a large and healthy deer population, which is part of what makes it so special. But at this time of year, their increased movement means a greater risk for both deer and drivers.

"By slowing down and taking extra care, especially during the rutting season, motorists can help to prevent accidents and protect these magnificent animals and all road users."

Tips to reduce the risk of a deer collision:

• If your headlights are on, use full beams when you can but dip them if you see deer because they may 'freeze'. Lower your speed when you see deer. Lower your speed when you see deer.

• Lower your speed when you see deer.

• More deer will likely follow the first one you see, so be aware.

• Always be prepared to stop. Avoid suddenly swerving to avoid a deer. Hitting oncoming traffic or another obstacle could be even worse.

• If you must stop, activate your hazard warning lights.

Do not approach an injured deer as it could be dangerous. Instead, call 999 and ask for the police.