Temporary safety and advice signs will be put up by the GRSP at various points on the road to remind road users to be aware of how their own driving can reduce or increase the risk of being involved in a collision.

Lawrence Elcocks, Head of the GRSP, said: “Although Gloucestershire has recorded its lowest ever collision figures over the last year, there are still one or two sections of this road where numbers are not going down.

“The GRSP is taking positive action to prevent further serious injury and death on the A48 and a series of signs will be put up on short sections of the road to make drivers aware of the casualty history and give brief facts, advice and guidance at key locations.”

One of the signs reads ‘There have been 39 collisions in 3 years over 6 miles – don’t be number 40’.