17 May 2021

Everyone sees the road differently.

And crashes happen when you forget about how other road users see it.

Our latest campaign addresses vulnerable road users, and effectively, that means all of us at some point or another. It asks the viewer to look at the road from both sides – to remember how other people use the road and to look out for each other.

Our central message is that it could so easily be you.

All we are asking people is to put yourself in their shoes. Be mindful and considerate, and as a result, we’ll see fewer needless deaths on our roads.

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