YOU know that something has to be done when a stretch of highway is simply known as That Road.

I know the A35 between the Baker's Arms roundabout and Bere Regis very well.

Not only am I a fairly frequent traveller along it, but within yards of where 17-year-old Jo Malcolm tragically lost her life on Tuesday, November 13, I suffered my only traffic accident since I moved to Dorset 20 years ago.

Yes, I was rushing to get to a meeting, but no, I wasn't exceeding the speed limit, I wasn't driving erratically and I thought I was very aware of the cars travelling in the same direction as well as those coming towards me at similarly high speeds.

And no, I didn't see the brake lights of the car in front of me suddenly go on after the car in front of him and all the other four cars in front of that car braked as someone decided they were, after all, going to turn right into the Bloxworth road.

By the time I had reacted, my car had slowed enough to make it just a minor collision, although it still affects my annual insurance quotes.

As our story and the video on our website show, this is a road that is far more dangerous than it appears. It's not full of winds and bends. In fact, it's fairly straight, but appears to attract drivers who want to get it over with as quickly as possible.

Indeed, a colleague heading to undergo road safety training felt so intimidated by the tail-gating of one driver that he had to pull in to one of the few lay-bys to let the idiot speed past.

Sadly, more people will die on this road unless the kind of traffic calming measures - speed limits and cameras included - that exist on far less dangerous dual carriageways are introduced.