- Share The Road To Zero

Be Bold. Be Seen.

This bold road safety campaign has been launched by the Department for Infrastructure, aimed at encouraging pedestrians, cyclists, and other vulnerable road users to wear bold bright or high-visibility clothing as the darker months approach.

The campaign features three striking visuals that will feature on the rear of buses and on outdoor spaces, as well as on social media platforms.

Image of a person crossing the road wearing colourful, clothes with the caption,'You wouldn't be seen dead in this'

This visual delivers a clear eye catching message, that being invisible on the road is a risk not worth taking. The slogan plays on the double meaning of being seen both in terms of fashion and survival.

Image of a person crossing the road wearing fluorescent clothes, with the caption,'Take a fashion risk. Not a safety risk'

This creative approach is designed to capture attention quickly, particularly in high-visibility formats such as bus rears, by linking fashion choices with personal safety.

Image of a Hedgehog wearing a fluorescent jacket, with the caption, 'If he could. He would'

The message is clear: while wildlife has no control over its visibility on our roads, people do. Whether walking, cycling, or working near traffic, choosing to wear high-vis clothing can be the difference between being seen and not.

By using this relatable and emotive image, the campaign aims to spark conversation and encourage behavioural change, especially as daylight hours shorten in autumn.

This campaign uses simple but powerful images to remind everyone that visibility is a choice. We hope it encourages people to think twice before heading out without high-vis gear, especially during darker months.

#BeSafeBeSeen