A government campaign has re-launched which will aim to improve road safety for all by reminding people to Travel Like You Know Them. 

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

The campaign speaks to everyone who uses the road, with an emphasis on those who have a greater responsibility to reduce the risk they may pose to others.

The Highway Code was changed in 2022, following extensive consultation with walking, cycling and disability groups on the proposed changes in 2020.

Richard Holden, Roads Minister, 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.”

Sarah Mitchell, Chief Executive, Cycling UK, said:

“The Travel Like You Know Them campaign challenges the false binaries that people are either motorists, cyclists or pedestrians, when the reality is most of us are a combination of all 3. It breaks down tribal mentality that can stoke tension on our roads, making them more dangerous for us all. It should be applauded and Cycling UK is pleased to see government continue to highlight the important Highway Code changes designed to make cycling and walking safer.”