New flexible signs are being introduced on Somerset's roads to help cut the risk of collision injuries.
Every year an average of one death and 50 injuries - 10 serious - occur as a result of cars crashing into signs.
The new posts are flexible and bend or break on impact, limiting impact damage to drivers and passengers.
A pilot study has already been carried out in two hotspots - the A37/A39 at Rush Hill near Bath, and on the A359 at Grove Cross, south of Castle Cary.
A car is said to have run into one of the new sign posts recently, but the driver was not injured.
Existing posts will be replaced under routine maintenance.
County councillor Tony Shire, portfolio holder for highways, said: "We are committed to reducing the number of people killed and seriously injured on our roads and 'passively safe signposts' are part of our strategy."
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