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TfL / Road Safety Week: See Their Side

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TFL has launched 'See their side' a new culture change campaign to mark Road Safety Week. TfL worked with UK agency of record, VCCP London to create the integrated campaign which will contribute to the Mayor of London's Vision Zero objective of having zero deaths and serious injuries on London's roads by 2041. In the new campaign, TfL targets all road users, encouraging them to 'See their side' and be more considerate of each other. The campaign launches with a 60" hero film which is designed to highlight the lack of empathy and understanding that road users often have for each other, and reminds road users that everyone else on the road is a human being just like them. ‘See their side’ is an integrated campaign which is part of TfL’s cultural framework which calls for a shift towards better road user behaviour. The hard hitting creative is positioned to inspire a more considerate attitude to road culture to make London’s roads safer for everyone. The thought provoking TVC by VCCP London was directed by celebrated HLA Director, Simon Ratigan. The emotive film targets all London road users, and appeals to the audience’s emotions with the presentation of a very real, albeit disturbing interaction between a car driver and cyclist who narrowly escape a collision. The initial fury is drowned out by inner monologues, until the anger subsides, they both realise how their behaviour has affected the other's, and they express genuine concern for one another. The film draws to an emotional conclusion with both road users who are visibly shaken up asking whether each other is ok.
Credits Other credits

Miranda Leedham - Head of Customer Marketing & Behaviour Change

Rebecca Langdell - Customer Marketing Behaviour Change Lead

Phil Jepson - Customer Marketing Behaviour Change Manager

Daniel Carter - Production Manager

Claire Adcock - Production Manager

Jermaine Bossman - Creative Producer

Andrew Perkins - Group Head of Planning

Jennifer Cownie - Planning Director

Lindsey George - Business Director

Lucy Hatton - Senior Account Director

Murray Borthwick - Account Manager

Dominic Mellin - Planning Director Wavemaker

Gavin Laisby - Managing Partner Wavemaker

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