People driving, walking, and cycling are being encouraged to give space and be considerate to other road users in the UK Government’s latest road safety campaign. Quadrant Transport looks at how the campaign is motivating people to show positive behaviour on roads.
The ‘Travel Like You Know Them’ campaign is the latest THINK! road safety campaign and will promote the recent changes to the Highway Code and aims to encourage people to show positive behaviour on roads.
Hoping to improve road safety for people walking, cycling and horse riding, the campaign offers a snapshot into the lives of people who use the roads.
It hopes to help people see beyond the mode of transport and improve their understanding of how others see and use the road.
Building More Understanding Of Others On The Road Is Key
‘Travel Like You Know Them’ is said to speak to everyone who uses the road and focuses on motorists and those who have greater responsibility to reduce the risk that they may pose to others, as per the Highway Code’s new hierarchy of road users.
Roads Minister, Baroness Vere said: “People tend to see cycles, lorries, and cars on the roads rather than thinking of the person using them – but it could be your family member, your friend, or your colleague.
“We have some of the safest roads in the world, but I am determined to make them even safer, particularly as more people choose to walk, cycle and ride for their journeys.”
This campaign encourages everyone to see the person behind the wheel or handlebars, to build more understanding of others on the road, and help keep everyone safe.
The Highway Code’s New Hierarchy Of Road Users Will Be Reflected
To embed the new Highway Code rules in the day-to-day behaviour of people driving, walking, and cycling, the campaign aims to foster mutual respect.
Highway Code rule changes include clarifying cycle positioning, emphasising the priority at junctions for pedestrians and cyclists, guidance on safe passing distances and speeds when overtaking, and on opening car doors, the ‘Dutch reach’.
Chief Executive of Brake, Mary Williams OBE, 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.
Safer Roads Will Help The UK Meet Net Zero Target
Seeing safer roads is essential when it comes to the UK’s journey to a net zero future. Encouraging people to travel by foot, bike, or public transport will help to reduce congestion and carbon emissions.
Building on the UK Government’s £20 million investment in Bikeability, the government’s national cycle training programme, it is being ensured that everyone can access mobility opportunities of cycling and sustainable active travel.
Improvements to road safety will lead to fewer road traffic collisions, which not only will save lives but also the billions of pounds spent every year on dealing with collisions and ensuing road repairs.