Following changes to The Highway Code that came into effect across Great Britain on 29 January, THINK! launched a two-phase communications drive. First a factual, awareness raising campaign, alerting road users to the changes as they came into effect.
Followed by a broader behaviour change ‘Travel like you know them’ campaign to embed the changes and encourage understanding and uptake of the new guidance.
The campaign aimed to improve road safety for people walking, cycling and horse riding. Encouraging all road users to ‘Travel like you know them’.
By offering a snapshot into the lives of everyday road users, we wanted to help people see more than vehicles on the road. The campaign aimed to help all road users better understand each other and encourage positive behaviours to help keep everyone safe on the road.
Our campaign assets continued to raise awareness of key changes to the Highway Code guidance including giving way to pedestrians waiting to cross at junctions, cycling in the centre of the lane, passing distances and the Dutch reach.
The campaign spoke to everyone who uses the road, with a focus on those who have a greater responsibility to reduce the risk that they may pose to others.
The campaign ran across video-on-demand, radio, digital audio, online video, social and out-of-home for six weeks during July and August 2022.
We encourage partners to make use of both the factual awareness raising assets from Phase 1 and the ‘Travel like you know them’ assets (linked below), depending on the objectives of their communications. If you would like advice on which assets to use, please contact us at DfTPUBLICITY@dft.gov.uk.
All assets signpost to GOV.UK The Highway Code, where there is more information on the changes. Assets are supplied and free to use for educational purposes, however if used in a paid-for capacity (particularly outside of the national campaign period) usage fees may apply.
Our customisable Partner Templates are available to download here: Travel Like You Know Them: Partner Template.
These templates can be used for educational and non-paid purposes. If you would like to use the templates for paid or commercial opportunities, this may involve additional usage costs – please fill out a usage request form to help us determine this.