Following changes to The Highway Code that came into effect across Great Britain on 29 January 2022, THINK! has 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.

Key campaign messages are:

  • ‘Travel like you know them’ aims to help all road users better understand each other and encourage positive behaviours to help keep everyone safe on the road.
  • By offering a snapshot into the lives of everyday road users, we want to help people see more than vehicles on the road.
  • The campaign speaks 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.
  • Each of the assets link back to The Highway Code changes, this is a campaign rooted in increasing understanding and uptake of the new rules to protect those that are more at risk on the roads.

The campaign aims to improve road safety for people walking, cycling and horse riding by encouraging all road users to ‘Travel like you know them’.

The central message is that vehicles don’t make journeys – people do.

Here’s an example of the campaign media, look out for the rest on TV and on radio over the coming months.