Highways England launches £5m motorway safety campaign

11/03/2021 | CHRIS AMES

Highways England has launched what it says is its ‘biggest ever motorway safety campaign’.

The move comes after the Department for Transport pledged a campaign to inform the public about ‘smart motorways'.

Last year's stocktake action plan pledged ‘£5 million on national and targeted communications campaigns to further increase awareness and understanding of smart motorways, how they work and how to use them confidently’.

However, some critics have pointed out that the new campaign is not specific to smart motorways.

On Thursday morning, transport secretary Grant Shapps told MPs: ‘With regard to an information campaign so that people understand how to use all motorways, not just smart motorways, that £5m campaign was one of the calls of the stocktake.’

The campaign includes prime-time TV, radio, social media and digital channels. Highways England said it is ‘to help drivers feel safer on the country’s motorways’ and sets out ‘what drivers should do if they encounter problems with their vehicle – go left’.

Acting chief executive Nick Harris said: ‘This new campaign and its Go left message is designed to deliver crucial information in an accessible way and to help make motorways safer for the people who use them.

‘This campaign is just one of the many steps we are taking to invest in our network with safety as our number one priority, doing everything we can to help drivers feel confident on our motorways.’

Advice from Highways England as part of its announcement includes ‘put your left indicator on and move into an emergency area, onto a hard shoulder, motorway service area, left-hand verge or A-road lay-by’ and ‘on a motorway without a hard shoulder’.

It also states: 'If you are unable to exit your vehicle and get to a safe place, have stopped in a live traffic lane or feel your life is in danger, stay in your vehicle with your seatbelts and hazard lights on and call 999 immediately.'

Labour’s shadow transport secretary, Jim McMahon, has criticised Mr Shapps for not providing an update on the smarty motorway action plan, and attacked the use of a song by the Pet Shop Boys in the advert.

He said: ‘It reduces it down to an insult, insinuating that drivers who became stranded were somehow careless. They were not. They were the victims of an ill-conceived scheme, which is still leaving people at risk today.’

Mr Shapps told MPs that he would have the update report on his desk on Friday and would come back to MPs ‘very quickly’.

The campaign is one of many points in the DfT’s 18-point action plan where implementation has been slow.

Other measures in the action plan include expanding the upgrade of smart motorway cameras to enforce red X compliance and an update of the Highway Code to provide more guidance for motorists on smart motorway driving.

However, Highways England only launched a consultation on changing the Highway Code last week and it has also recently emerged that the roll-out of cameras capable of being used for prosecutions will not be completed until summer 2023.

For more information please click here.

This article was corrected after it previously, incorrectly, said the announcement did not provide information on breakdowns in a live lane. 

Highways InProfile

latest magazine issue
Highways jobs

Development Engineer

£35,967 - £41,268 per annum
Are you ready to play a key role in shaping and safeguarding the future of our highways and public spaces? Bexley (City/Town), London (Greater)
Recruiter: London Borough of Bexley

Professional Services Partnering Manager

Grade 13 £47,653 - £51,296 per annum (pay award pending)
We are seeking a dynamic and experienced Professional Services Partnering Manager to lead the strategic management Darley Dale, Matlock
Recruiter: Derbyshire County Council

Technical Supervision Manager

Grade 13 £47,653 - £51,296 per annum (pay award pending)
We are looking for an experienced and driven Technical Supervision Manager to lead our technical supervision teams within the Highways Service. Derbyshire
Recruiter: Derbyshire County Council

Street Lighting Electrician (CDC)

Grade 8, £32,662 - £36,239 (pay award pending)
Highways Operations is a growing service area within the Place directorate. Doncaster, South Yorkshire
Recruiter: City Of Doncaster Council

Highways Assistant Engineer WMF2133e

£39,513 to £40,476
We have an exciting opportunity for the right person to work within the challenging and ever-changing landscape. Penrith, Cumbria
Recruiter: Westmorland and Furness Council

Highways Inspector/NRSWA

£36,345 - £40,344
We are looking for an organised and self-motivated individual to join our Streetworks Team based in Hackney Central. Hackney, London (Greater)
Recruiter: London Borough of Hackney Council

Structures Commissioner

Grade 14 £53,166 - £59,080 per annum (Pay Award Pending)
We are seeking an experienced and strategic leader to join our team as the Structures Commissioner. Derbyshire
Recruiter: Derbyshire County Council

Team Leader Network Co-ordination

£51,429 - £58,140
As Team Leader for Network Coordination, you’ll manage a team that oversees all works and events on our public highways. Kensington and Chelsea, London (Greater)
Recruiter: The Royal Borough of Kensington & Chelsea Council

PRINCIPAL TRANSPORT PLANNING OFFICER

£43693 - £46731
We have an exciting opportunity for an experienced professional to join our team in Hull as a Principal Transport Planning Officer. Kingston upon Hull, East Riding of Yorkshire
Recruiter: Hull City Council

HIGHWAYS AND TRAFFIC ENGINEER - 4 POSTS

£43693 - £46731
We have several exciting opportunities for suitably qualified Highways Civil Engineers and Traffic Engineers Wilson Centre, 1st floor, Hull HU1 2AG
Recruiter: Hull City Council

Principal Transport Planner

£45,718 to £49,764
Do you have considerable experience in the transport strategy and policy, and are you looking for your next career development opportunity? Sheffield, South Yorkshire
Recruiter: Sheffield City Council

Structures Delivery Manager

Grade 13 £47,653 - £51,296 per annum (pay award pending)
We’re looking for an experienced and motivated Structures Delivery Manager to lead the delivery of structural asset investment Derbyshire
Recruiter: Derbyshire County Council

Head of Highway Operations

Grade 15 £61,048 - £66,960 per annum (Pay award pending)
Here at Derbyshire County Council, we have been on a journey to transform the way we deliver highway services Derbyshire
Recruiter: Derbyshire County Council

Project Lead - Bridges and Structures WMF3037e

£45,718 to £46,731
We are currently seeking to recruit a Project Lead to join our Bridges and Structures team Kendal, Cumbria
Recruiter: Westmorland and Furness Council

Traffic Management Technician - WMF3040e

£27,711 - £28,624
Are you an organised and motivated individual who wants to make a difference to how our roads are managed? Cumbria / Various
Recruiter: Westmorland and Furness Council

Traffic Management Officer - WMF2114e

£37,035 - £37,938
Are you an experienced and motivated professional looking to take the next step in your traffic management career? Cumbria / Various
Recruiter: Westmorland and Furness Council

Assistant Traffic Management Technician - WMF2104e

£25,584 - £25,992
Westmorland and Furness Council is seeking an organised and enthusiastic individual to join our South Lakeland team Kendal, Cumbria
Recruiter: Westmorland and Furness Council

Traffic Management Officer - WMF2102e

£37,035 - £37,938
This is a key role supporting the delivery a wide range of traffic and road safety schemes. Kendal, Cumbria
Recruiter: Westmorland and Furness Council

Traffic Management Officer - WMF2102e

£37,035 - £37,938
This is a key role supporting the delivery a wide range of traffic and road safety schemes. Kendal, Cumbria
Recruiter: Westmorland and Furness Council

Assistant Traffic Management Technician - WMF2104e

£25,584 - £25,992
This is a key support role, helping to deliver a wide range of traffic and road safety schemes across South Lakeland. Kendal, Cumbria
Recruiter: Westmorland and Furness Council
SUBSCRIBE NOW

Latest Video

Subscribe to Highways today to ensure you keep your finger on the pulse of everything happening in the UK road network throughout the year.

SUBSCRIBE NOW