RAC is urging regional road users to make safety their top priority, as WA continues to experience our worst level of road fatalities in almost two decades.
The beginning of August marks the start of Rural Road Safety Month, which aims to shine a light on the unique challenges facing drivers on regional roads.
RAC Head of Communications Rhys Heron said higher speed limits, changing road conditions, long-distance travel, fatigue and wildlife can create extra hazards for country drivers.
"It's hard to describe the utter devastation road trauma causes, and the ripple effects it has on regional communities," Mr Heron said.
"These aren't just numbers. These are family members, friends, neighbours, colleagues, school mates. These are people who hold communities together and whose loss will be felt for many years."
"This is why having a discussion with your loved ones about road safety is so critical. We all have a responsibility to keep our roads safe."
With WA on track to record its worst level of road deaths since 2008, it's never been more important for road users to change their attitudes and avoid complacency behind the wheel.
"Our road trauma crisis is escalating at an alarming rate, and we should all be deeply concerned," Mr Heron said.
"So far this year we've seen 129 people lose their lives on WA roads, and if we keep going at this rate, we will surpass 200 road deaths for the first time in 18 years."
RAC has welcomed significant investment in the crucial Regional Road Safety Program (RRSP) in recent years, to help make country roads safer and more forgiving.
"However there remains a need for more investment in local road upgrades as part of the RRSP, and continued support for community education, enforcement, and safer speeds," Mr Heron said.
"It's also up to all road users to slow down, ditch the distractions, buckle up, and avoid driving while tired or under the influence of drugs or alcohol."
During Rural Road Safety Month, RAC will be asking people in regional areas to 'Slow down and smell the flowers' with a community activation in Bunbury, and an RAC Rescue Experience in Dowerin.