Highway Code: Publicity

Improving road safety is one of my Department’s highest priorities. Injuries and fatalities from road collisions caused by driving are unacceptable, and this Government will work hard to prevent these tragedies for all road users.

That is why we published our Road Safety Strategy, which sets out the Government’s plan to significantly reduce deaths and serious injuries on Great Britain’s roads by 65% overall and (70% for children under 16) by 2035.

Following updates to the Highway Code in 2022, the department ran large-scale THINK! advertising campaigns to raise awareness of the changes, with the percentage of road users reporting they knew a little or a lot about the changes going from 36% in January 2022 to over 50% in August 2022 and 70% in September 2023. By that time 86% of road users reported having heard of the changes.

Via the THINK! campaign, we are also running year-round radio filler adverts encouraging compliance with the guidance to improve safety for those walking, cycling and horse riding. We will also continue to promote the changes via THINK! and Department for Transport social media channels, as well as through partner organisations.

However, as set out in the strategy, more work is needed to continue embedding these changes and overall awareness of the Highway Code. We are considering options in this area, and further details will be shared in due course.

As our road environment and technologies evolve, providing education for all road users throughout their lifetime is vital to improving road safety. As set out in the Road Safety Strategy, this Government will publish for the first time national guidance on the development and delivery of road safety education, training and publicity. Alongside this, we will publish a manual to support the implementation of a Lifelong Learning approach for road safety.