Video: Government launches latest road safety campaign

The Government has launched its latest road safety campaign today (July 12) to help improve road safety for people walking, cycling and horse riding.

The ‘Travel Like You Know Them’ campaign promotes the recent changes to the Highway Code, which helps improve road safety for people walking, cycling and horse riding.

The campaign offers a snapshot into the lives of people who use the roads, aiming to help people see beyond the mode of transport and improve understanding of how others see and use the road.

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 campaign follows the first phase of the ‘Thinkl!’ campaign launched in February to highlight the changes to the Highway Code, with 87% of people surveyed being aware of the changes.

Mary Williams OBE, chief executive at 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.”

The campaign will run from July 12 – August 24.