What works?

It’s hard to convince people to change by telling them their behaviour is wrong. If you want your campaign messaging to be effective, instead call for safety measures that protect all road users instead of telling drivers they need to slow down or be more careful. You’re much more likely to get people to back things like road infrastructure that considers the needs of pedestrians, cyclists and horse riders than trying to convince them to change how they act.

You should also avoid using shock tactics, such as gory pictures and descriptions of road deaths or serious injuries. It’s usually more effective to focus on positive messaging, that encourages people to ‘do the right thing’ and take pride in their community.

For example, instead of talking about the carnage caused by speeding drivers, you could highlight that slower speeds encourage more people to take part in active forms of transport like cycling and walking, which benefit health, the environment and local economies.



Students from Hessle High School in Hull, England, helped organise a Brake's Kids Walk for their local primary school to help them shout out about road safety. More than 450 children took part calling for simple measures to keep them safe. The students were interviewed by their local TV and radio news channel. In the previous year more than 100 students took part in a cycle challenge to raise money for Brake during UK Road Safety Week.