DRIVERS' complacency about conventional road signs warning them of deer on the highway on Bewdley bypass has prompted traffic chiefs to install more eye-catching signs.
The Long Bank stretch of the bypass has been identified as a cluster site for collisions involving the animals.
New drop down signs have been erected on either side of the Running Horse pub, funded by Worcestershire County Council's highways department, as part of a joint project.
Partners in the scheme include Kidderminster police's wildlife crime officer, PC Pauline Montague, and traffic management officer, PC Julian Turner, the Forestry Commission and the Deer Initiative.
PC Montague said: "Drivers become complacent when they see the usual red triangle deer warning signs because they are up all year round.
"These new signs will be used only during the rutting season, from late September to the end of October, when we see an increased number of collisions due to deer crossing the road to look for mates.
"Deer collisions cause extensive damage to cars and the animals usually have to be shot, if they are not already dead, which is very distressing."
Forestry Commission wildlife ranger, Phil Rudlin, said: "Over the last 10 years, 43 deer have been killed on the small stretch of road at Long Bank - the majority being during October.
"A fallow buck can weigh up to 100kg - 220 lbs - and if they smash the windscreen there is the potential for them to come into the car which, with their antlers, would, obviously, be extremely dangerous.
"By hitting a deer - or swerving to avoid one - drivers also risk losing control. Luckily, we have not had anyone killed or seriously injured but there is a real risk of a fatality one day."
David Jam, of the Deer Initiative, said: "There are an estimated 30,000 to 50,000 vehicle collisions involving deer annually in the UK, which results in 10 to 20 human fatalities."
Anyone who is involved in a collision with a deer or sees a deer that has been killed on the road can report it on the worldwide web at www.deercollisions.co.uk
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