- Relaunch of the "Travel Like You Know Them" campaign to help
keep everyone safe on the road
- Campaign reminds all road users of the Highway Code changes
which came into effect last year
- Whilst Britain's roads are some of the safest in the world,
the Government continues to invest in improving road safety
A Government campaign has re-launched today (3 August) helping to
improve road safety for all by reminding people to ‘Travel Like
you Know Them’.
The relaunch of the THINK! campaign offers a snapshot into the
lives of others, aiming to help people see beyond the mode of
transport and improve understanding of how others see and use the
road.
The campaign speaks to everyone who uses the road, with an
emphasis on those who have a greater responsibility to reduce the
risk they may pose to others.
The Highway Code was changed in 2022,
following extensive consultation with walking, cycling and
disability groups on the proposed changes in 2020.
People are again being encouraged to:
- give priority at junctions to people cycling straight ahead
and people waiting to cross or already crossing the road
- pass horse riders at under 10mph and allow at least 2m of
space and keep to a low speed when passing people walking on the
road
- leave at least 1.5m when overtaking cyclists at speeds of up
to 30mph, and give them more space when overtaking at higher
speeds
- remember that people cycling may ride two abreast or in the
centre of the lane if it is safer to do so, pulling in when safe
to allow vehicles to overtake
Roads Minister, said:
"We have some of the safest roads in the world and will continue
to strive to improve road safety for all users.
"It is fantastic that the Travel Like You Know Them campaign is
back to continue to raise awareness of these important changes
and to change behaviour on our roads to help keep those more at
risk safe.”
The campaign relaunch comes following the Government injecting
another £47.5 million of safer roads funding in April, so that
local authorities with some of the most dangerous local roads
across England have the support they need to keep everyone safe.
To date, the Safer Road Fund has provided £147.5m to Local
Authorities for schemes to improve local A roads. With
sophisticated mapping now available, the Government is able to
estimate that the work funded by the Safer Road Fund will save
around 1,450 people from being killed or seriously injured on our
roads over the next 20 years.
Sarah Mitchell, Cycling UK chief executive said:
“The “Travel like you know them” campaign challenges the false
binaries that people are either motorists, cyclists or
pedestrians, when the reality is most of us are a combination of
all three.
“It breaks down tribal mentality that can stoke tension on our
roads, making them more dangerous for us all. It should be
applauded and Cycling UK is pleased to see government continue to
highlight the important Highway Code changes designed to make
cycling and walking safer.”
RAC head of policy Simon Williams said:
“Drivers, cyclists, pedestrians – whatever labels we use, at the
end of the day we’re all humans getting from A to B and this
campaign reminds us all, in a very personal way, of the
responsibilities we have for looking after each other. Every
casualty on our roads is one too many and we hope all road users
take the time to remind themselves of what they should be doing
differently following last year’s major changes to the Highway
Code.”
Antony Kildare, Chief Executive at IAM RoadSmart,
said:
”Since the new Highway Code changes were rolled out, there has
been further need of an educational campaign to ensure the
amendments are disseminated and fully adopted by the millions of
existing drivers, motorcyclists and other road users.
“As a road safety charity, IAM RoadSmart believes a relaunch of
the ‘Travel Like You Know Them’ campaign that encourages
motorists to think of others, and that aims to influence
behavioural change may prevent people from taking unnecessary and
uniformed risks."
Contact Information
Polly Nicholl
polly.nicholl@dft.gov.uk
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