Organisation: Transport for London
Date uploaded: 29th July 2014
Date published/launched: July 2014
This TV advertising campaign asks all road users to look out for each other and share the road in a bid to reduce casualties across the capital.
The campaign 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 ran for five weeks and, for the first time, TfL also invited road users to talk about their experiences on social media using #sharetheroad.
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