Nice Way Code (publicity campaign)

The £500,000 Nice Way Code campaign asks pedestrians, cyclists and motorists to “all get along”.

The Nice Way Code asks people to make small changes to their behaviour on the roads in order to make them safer and more pleasant for everyone. The campaign asks drivers to give cyclists more space and overtake them with care, and to look carefully for pedestrians crossing, while cyclists are asked to obey red lights and not cycle on the pavement. Pedestrians are included too, with messages about trying not to cross the road while looking at their phone.

The campaign uses TV ads, accompanied by a poster campaign which uses the strapline: “Let’s All Get Along. Follow the Nice Way Code.”