Travel Like You Know Them (publicity campaign)

Organisation: DfT THINK! campaign

Date of Launch: July 2022

Uploaded to Knowledge Centre: 12 July 2022

This is the second phase of a THINK! campaign to promote awareness of changes to the Highway Code introduced in January 2022, in a bid to foster mutual respect between all road users.

‘Travel Like You Know Them’ offers a snapshot into the lives of people who use the roads, to encourage other road users to see beyond the mode of transport and focus on the person behind the wheel or handlebars.

The campaign has an emphasis on motorists and those who have a greater responsibility to reduce the risk they may pose to others, as per the Highway Code’s new hierarchy of road users.

The campaign comprises two films – 30 and 15 seconds in length – and a radio advert, which will run across video-on-demand, radio, digital audio, online video, social and out-of-home for six weeks during July and August 2022.

The changes to the Highway Code – intended to improve safety for cyclists, pedestrians and horse riders – include:

  • A clear hierarchy of road users ensuring the greatest responsibility sits with those who do can do the greatest harm
  • Strengthening pedestrian priority on pavements and at crossings 
  • Establishing guidance on safe passing distances and speeds and 
  • Ensuring cyclists have priorities at junctions when travelling straight ahead

In a survey conducted by the THINK! team, 87% of respondants said they are aware of the changes.

Click on the link below for more information and the campaign assets: