A new campaign by TfL asks all road users to look out for each other and share the road in a bid to reduce casualties across the capital.
The new TV campaign, which was shown for the first time at the ‘Safer Streets: Our Shared Journey’ conference on 11 July, aims to generate understanding and respect between all road users by asking them to reconsider their attitudes.
In the advert, the narrator walks through London’s streets and asks why all road users – pedestrians, cyclists and drivers – momentarily get so angry with one another on the capital’s streets. The black and white ad holds a mirror to road users’ behaviour by mixing different scenes of conflict; from the frustration of a cyclist and motorcyclist to the simmering rage between a car driver and a group of young people.
By highlighting the conflicts that can occur, the advert looks to make people think about their actions and look out for others when travelling around the city.
The TV advert will run for five weeks and, for the first time, TfL is inviting road users to talk about their experiences on social media using #sharetheroad.
Leon Daniels, TfL’s managing director surface transport, said: "Behaviour on the road won’t change unless the needs of all road users are understood and respected by each other. It is therefore vital that we all acknowledge the welfare of our fellow road users.
“Our emotive Share the Road campaign will hopefully help all road users think about their actions and help us continue towards meeting our ambition of a 40% cut in deaths and serious injuries by 2020."
Martin Key, British Cycling’s campaign manager, said: "We welcome TfL’s focus on the need for mutual respect on the capital’s roads and would like to see a national awareness campaign about the need for people to give each other space.
“People in cars and people on bikes are often the same people; nine in 10 of British Cycling’s members also drive a car and more mutual respect on our roads is one of their priority issues."