S30024 Improving safety outcomes from communications campaigns

In 2021/22, the Road to Zero Harm (RtZH) research project was initiated to assess and prioritise action that National Highways could take to progress the long-term ambition of zero fatalities and serious injuries on the Strategic Road Network (SRN). This work has resulted in a longer-term roadmap that supports deeper embedment of Safe System and evidence-based actions, to be accompanied by shorter term action plans aligned with investment cycles. We have therefore listed these challenges in Workstream 16 of the roadmap (Research and Innovation) and begun to develop a series of proposals to address them. This project is one of those proposals.