A new video campaign that promotes the recent changes to the Highway Code to help protect vulnerable road users has launched from the Government.  

This campaign encourages everyone to see the person behind the wheel or handlebars to build more understanding of others on the road

Run under the THINK! banner, it adopts a ‘Travel Like You Know Them’ slogan to encourage positive behaviour on roads and protect those more at risk, including people walking, cycling and horse riding.  

The campaign follows the launch of an updated Highway Code on 29 January 2022, introducing a ‘hierarchy of road users’ and setting out new rules.   

Available as a handy video for fleets to share, the new campaign promotes the changes, highlighting that vehicles don’t make journeys, people do. It 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.  

‘Travel Like You Know Them’ speaks to everyone who uses the road, with an emphasis on motorists and those who have a greater responsibility to reduce the risk they may pose to others, as per the Highway Code’s new hierarchy of road users.  

It also reinforces the Highway Code rules, which 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 via the ‘Dutch reach’ method.

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.”  

Mary Williams, chief executive of road safety organisation Brake, welcomed the work: “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.”  

To view the new ‘Travel Like You Know Them’ video clip, click here.