THINK! campaign re-launched to improve road safety across Britain

A Government campaign has re-launched to help improve road safety for all by reminding people to ‘Travel Like You Know Them’.

The relaunch of the THINK! campaign comes as part of the Government’s efforts to ensure the safety of all road users.

The aim is to help drivers see beyond the mode of transport and improve understanding of how others see and use the road.

It emphasises on those who have a greater responsibility to reduce the risk they may pose to others.

Following the updates to the Highway Code in 2022, the Government is hoping this latest campaign can highlight the changes that impact pedestrians, cyclists, and other people behind the wheel of a vehicle.

As a result, drivers are being encouraged to give priority at junctions to people cycling straight ahead and people waiting to cross or already crossing the road.

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They are also being asked to pass horse riders at under 10mph, allow at least two metres of space, and to keep to a low speed when passing people walking on the road.

Drivers must also leave at least 1.5 metres when overtaking cyclists at speeds of up to 30mph.

They should also give them more space when overtaking at higher speeds.

The campaign also highlights that cyclists may ride two abreast or in the centre of the lane if it is safer to do so. They are encouraged to pull in when safe to allow vehicles to overtake.

Roads Minister, Richard Holden said: “We have some of the safest roads in the world and will continue to strive to improve road safety for all users.

“It is fantastic that the Travel Like You Know Them campaign is back to continue to raise awareness of these important changes and to change behaviour on our roads to help keep those more at risk safe.”

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The THJINK! campaign relaunch follows £47.5 million in funding from the Government to improve road safety.

Local authorities with some of the most dangerous local roads across England will receive a share of the money.

To date, the Safer Road Fund has provided £147.5 million to local authorities for schemes to improve local A roads.

As a result, the Government estimates that the work funded by the Safer Road Fund will save around 1,450 people from being killed or seriously injured on our roads over the next 20 years.

RAC head of policy Simon Williams said: “Drivers, cyclists, pedestrians – whatever labels we use, at the end of the day we’re all humans getting from A to B and this campaign reminds us all, in a very personal way, of the responsibilities we have for looking after each other.

“Every casualty on our roads is one too many and we hope all road users take the time to remind themselves of what they should be doing differently following last year’s major changes to the Highway Code.”

Has road safety improved since the latest Highway Code update? What changes would you like to be made? Leave your comments below.