A major new road safety campaign has been launched by the Government to promote the recent changes to the Highway Code which aim to better protect people walking, cycling and horse-riding. The ‘Travel Like You Know Them’ campaign will encourage motorists to look beyond the mode of transport they see, such as a bicycle or a horse, and urge the driver to navigate round them like they would if that person was a family member or friend.
The campaign is the latest THINK! initiative which launched in February to promote changes to the Highway Code. These included clarifying cycle positioning, emphasising the priority at junctions for pedestrians and cyclists, and guidance on safe passing distances and speeds when overtaking.
Welcoming the campaign Central Devon MP Mel Stride said:
“Safer roads will encourage more people to cycle and travel on foot, which is both good for our health and vital if we are to reach our goal of net zero carbon emissions by 2050. I hope the ‘Travel Like You Know Them’ campaign encourages more people to think whether they would give a cyclist or horse-rider that bit of extra space or consideration if their child, grandchild or friend was the person they were passing.”
Mary Williams OBE, Chief Executive of road safety charity Brake said:
“On behalf of road victims and everyone who uses roads, Brake is a passionate supporter of the government’s THINK! campaign, and its focus on driver behaviour and protection of those most at risk, particularly people on bicycles and walking. The Highway Code’s new hierarchy of road users is a vital step forwards that everyone can help promote, particularly to drivers, to prevent tragedies on roads.”
It is hoped that improvements to road safety measures will not only lead to fewer road traffic collisions, reducing injuries and fatalities, but also save billions of pounds on dealing with such collisions and ensuing road repairs.