2021
Vulnerable road users and drivers: shared responsibility
A vulnerable road user (VRU) is any pedestrian, cyclist or motorcyclist who uses or interacts with the road system. With less protection than motor vehicle occupants, they are more vulnerable in a crash to serious injury or death. With an increase in the number of VRUs on our roads and streets, and in urban traffic density, interactions between VRUs and other vehicles are increasing. Re:act 2021 is all about increasing the sense of shared responsibility between different road user groups and changing behaviour to reduce crashes involving VRUs.
Pedestrians represented 14% of all casualties in 2019.
live campaign
UAL student Agota Rencsenyi’s ‘We are all fragile under our shells' campaign, designed to highlight our shared responsibility for road safety and build understanding between road user groups, was launched across almost 50 of Ocean Outdoor’s London digital billboards on the UK Summer Bank Holiday in August.
selected campaign
A clever and eye-catching campaign, created by University of the Arts London student Agota Rencsenyi, is the selected London campaign for the 2021 Re:act international road safety behaviour change program. What a great approach to get the shared responsibility road safety message to a young audience.
campaign presentations
Congrats to our participating Re:act students in London on such amazing work – creative thinking and great ideas that not even a global pandemic could disrupt. Well done to all involved.
digital assets
resources
These resources, shared by Re:act 2021 partners, helped shape the creative brief. They provide valuable insights into the issue of vulnerable road users and shared responsibility.