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A "hazardous" bollard in the middle of a town centre – known locally as "the metal bell" – has caused several accidents over the years.
Now, a father whose son was involved in a collision causing major damage to his car, is calling for a simple answer – paint it a luminous orange to warn drivers of the potential danger.
Butcher Gary Hunt, who lives near the offending traffic-calming measure in London Road, Strood, says the problem is that motorists can't see it on approach.
Mr Hunt has made his suggestion to council bosses after the latest crash last weekend in which a vehicle flipped and overturned.
The car landed after clipping the bollard, which stops vehicles mounting the pavement to protect pedestrians on the Gun Lane junction.
He said: "The problem is that it is painted white and is camouflaged against the cream wall of Papa John's Pizza takeaway.
"I understand why it is there to prevent accidents, but it is actually causing them.
"I have lived here for about six years and I've seen numerous accidents and near misses, including one involving a lorry."
Son Jonathan, 32, was on his way to work about a year ago when his company vehicle got out of control when it hit the bollard.
Northcote Road resident Mr Hunt said: "Luckily he was just very shaken up. If there a danger of a slippery floor in a supermarket, a sign goes up warning people.
"It's the same principle. But nobody seems to be listening. It could take somebody to get seriously injured or even killed before something is done about it."
Medway Council has been approached for comment.