UK government launches new road safety campaign

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People driving, walking and cycling are being encouraged to give space and be considerate to other road users in the UK government’s latest THINK! road safety campaign launched today.

The ‘Travel Like You Know Them’ campaign is designed to promote recent changes to the Highway Code, which aim to help 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.

The campaign puts 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.

‘Travel Like You Know Them’ follows the first phase of the THINK! campaign launched in February to highlight the changes to the Highway Code, with 87% of people surveyed being aware of the changes.

Read more: UK launches country’s first road safety investigation branch

UK 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.”

‘Travel Like You Know Them’ aims to embed the new Highway Code rules in the day-to-day behaviour of people driving, walking and cycling alike.

The 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’.

The campaign builds on the UK government’s £20m Bikeability national cycle training programme, which aims to improve access to cycle training,

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