This useful advisory sign is displayed on Cadney Road, Brigg - in an effort to improve road safety.
Carrying a red for danger border, it features the logo of Safer Roads Humber - the organisation that's better known for monitoring vehicle speeds with cameras on various roads across the Humberside policing area, on both banks of the river.
The sign's 'Pass wide and slow' message is aimed at drivers who may encounter horse-riders and cyclists, for whom this is a very popular semi-rural route.
Tree-lined Cadney Road, alongside the Old River Ancholme, is narrow and a Class C minor highway. However, it still sees a great deal of vehicular traffic.
The sign advises horse-riders and cyclists to 'be seen' by wearing bright clothing; we take that to include reflective jackets.
Our picture was taken late one afternoon in February when the light was beginning to fade. However, the trees either side of Cadney Road - even when in leaf during spring and summer - blot out some of the natural light. So visibility is often not ideal.
We don't like the term 'boy racers' but it's a fact that some youthful drivers use Bigby Street, Elwes Street and Cadney Road as they circuit the town, which is not a problem if they stick to the speed limit. But if any young motorists are reading this post, will they please watch out for cyclists and horse riders as they head for, or return from, Cadney. The same goes for drivers in all other age groups - women as well as men.
We aren't sure how long this sign has been in place on Cadney Road but it wasn't there last time we visited this part of the town.