Reduce speed for deer mating season, drivers told

The British Deer Society will host a deer awareness day in Cannock Chase

Drivers in part of Staffordshire are being advised to lower their speed as the deer mating season draws in.

In 2023, about 150 accidents involving deer happened in the Cannock Chase area and this year 85 incidents had already been reported, Staffordshire County Council said.

Signs will be put up asking drivers to stick to an "advisory" 40mph (64.4km/h) and be more aware of deer during their daily commutes.

Sounds are emitted and lights flash to discourage deer from crossing the road when vehicles approach, after measures were implemented four years ago.

Late September marked the start of the deer mating season - also known as the deer rut, the council said.

This was when the deer were "more active, particularly around the morning and evening rush hour".

Nationally, it was estimated 74,000 deer-related incidents occurred every year, the authority added.

Three deer were killed by vehicles at different locations on Cannock Chase in one night in August last year, Staffordshire Police said.

Collision numbers 'too high'

Releasing tips to reduce the risk of a deer collision, the council said more deer would "likely follow the first one you see, so be aware".

Tips included: "If your headlights are on, use full-beams when you can but dip them if you see deer because they may 'freeze'."

"Avoid suddenly swerving to avoid a deer. Hitting oncoming traffic or another obstacle could be even worse."

It warned people not to approach an injured deer "as it could be dangerous" and urged members of the public to call 999 instead and ask for the police.

The British Deer Society will host a deer awareness day at the Marquis Drive visitor centre in Cannock Chase from 10:00 BST on Sunday.

Council cabinet member for communities and culture Victoria Wilson said the number of deer collisions in Cannock Chase was "still too high".

She said: "We’ve implemented several measures over the years to improve safety, but we also need drivers to do their part by staying vigilant and following the recommended speed limit."