What amazes me and I'm sure I'm not the only one, horse rider get more consideration than cyclist and pedestrian. Every one slows down and gives them a wide birth. Its apity we don't get the same consideration, at least the riders are a few feet off the ground.
I suspect that even some of the more brain dead drivers out there are capable of imagining the consequences of a couple of hooves with half a tonne of horse behind them coming through a windscreen. That and the fact that horses are routinely thought of as unreliable and easily spooked.
(Being a few feet off the ground is no help for the riders really. If your horse is taken out from under you, you have a long way to fall. It can feel like very high up just sitting on one, I wouldn't fancy an unintended dismount at speed).
I'd like to see (well, I prefer no deaths, but you know what I mean), every road death reported on national news. I think people simply don't see the magnitude of the problem. One death in a train crash, and everyone is wailing that something must be done about it, while on the same day, 10 people probably died on the roads.
Add in making it harder to pass your test, retesting on a regular basis*, and some shock tactic road safety TV campaigns (like real images of death), and we might get somewhere. The difficult bit is changing attitudes though - like with drink driving, you have to make bad driving socially frowned upon.
*also, random retests. You get a letter, like jury service, and have to take both theory and practical. I can't decide what would be better - a very short notice period to catch people out, or one that gave people the chance to brush up a bit. Pass, fine, you've probably relearned a few things in the process, fail and.. well ideally you can't drive again until you pass. To be very soft, you get a stern talking to and have to attend an improvement course. But it would cost a lot. But then so does dangerous driving.