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- authorities launches “Journey Like You Know Them” marketing campaign encouraging constructive behaviour on roads and defending these extra in danger
- marketing campaign promotes Freeway Code adjustments, highlighting that autos don’t make journeys, individuals do
- follows first part of THINK! Marketing campaign in February to spice up security, mutual respect and duty on our roads
Folks driving, strolling and biking are being inspired to provide area and be thoughtful to different highway customers within the Authorities’s newest THINK! highway security marketing campaign launched at the moment (12 July 2022).
The ‘Journey Like You Know Them’ marketing campaign will promote the latest adjustments to the Freeway Code, which assist enhance highway security for individuals strolling, biking and horse driving.
The marketing campaign presents a snapshot into the lives of people that use the roads, aiming to assist individuals see past the mode of transport and enhance understanding of how others see and use the highway.
‘Journey Like You Know Them’ speaks to everybody who makes use of the highway, with an emphasis on motorists and people who have a higher duty to scale back the chance they could pose to others, as per Freeway Code’s new hierarchy of highway customers.
The marketing campaign follows the primary part of the THINK! marketing campaign launched in February to focus on the adjustments to the Freeway Code, with 87% of individuals surveyed being conscious of the adjustments.
Roads Minister Baroness Vere stated:
Folks are likely to see cycles, lorries and automobiles on the roads somewhat than considering of the particular person utilizing them – nevertheless it may very well be your member of the family, your pal or your colleague.
We’ve among the most secure roads on the earth however I’m decided to make them even safer, notably as extra individuals select to stroll, cycle and experience for his or her journeys.
This marketing campaign encourages everybody to see the particular person behind the wheel or handlebars, to construct extra understanding of others on the highway, and assist hold everybody secure.
‘Journey Like You Know Them’ goals to foster mutual respect to embed the brand new Freeway Code guidelines within the day-to-day behaviour of individuals driving, strolling and biking alike.
The adjustments embody clarifying cycle positioning, emphasising the precedence at junctions for pedestrians and cyclists, steering on secure passing distances and speeds when overtaking, and on opening automotive doorways, the ‘Dutch attain’.
Mary Williams OBE, chief govt of Brake stated:
On behalf of highway victims and everybody who makes use of roads, Brake is a passionate supporter of the federal government’s THINK! marketing campaign, and its give attention to driver behaviour and safety of these most in danger, notably individuals on bicycles and strolling.
The Freeway Code’s new hierarchy of highway customers is an important step forwards that everybody can assist promote, notably to drivers, to forestall tragedies on roads.
Because the nation works in direction of a internet zero future, safer roads will encourage increasingly more individuals to journey by foot, bike or public transport, serving to scale back congestion and emissions.
The marketing campaign builds on our £20 million investment in Bikeability, the federal government’s nationwide cycle coaching programme, to make sure everybody can entry the incredible mobility alternatives of biking and sustainable energetic journey.
Enhancements to highway security measures can even result in fewer highway site visitors collisions, not solely saving lives but in addition the billions of kilos spent yearly on coping with such collisions and ensuing highway repairs.
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