TfL launches powerful new campaign to encourage drivers to ‘Take Another Look, Not a Life’

Transport for London (TfL) has launched a new road safety campaign titled ‘Take Another Look, Not a Life’, aimed at changing driver behaviour and preventing deaths and serious injuries among cyclists and motorcyclists on the capital’s roads.

Developed by VCCP in collaboration with WPP Media’s Wavemaker UK, the campaign urges drivers to take an extra moment to check for riders—challenging the perception that cyclists and motorcyclists “come out of nowhere.” Research shows that these road users are disproportionately at risk: according to TfL’s 2023 safety data, motorcyclists are 39 times more likely and cyclists 13 times more likely to be killed or seriously injured per journey compared with car drivers.

Grounded in evidence that failing to look properly is a leading cause of collisions, the campaign uses powerful storytelling to demonstrate how simply taking another look could prevent tragedy. It serves as a poignant reminder that a single moment’s inattention can have life-changing consequences.

At the heart of the campaign are two 30-second films directed by Tom Tagholm—best known for Channel 4’s Superhumans—and produced by Girl&Bear Studios, part of VCCP. The films use subtle visual transitions, showing everyday photos that shift into the aftermath of a collision, humanising the devastating impact behind each statistic. Real-life victim names were displayed on set, underscoring the campaign’s authenticity and emotional weight.

To ensure accuracy and realism, the production team worked closely with the Metropolitan Police and consulted with RoadPeace, a charity supporting families affected by road collisions. Listening sessions with bereaved families shaped the tone and creative direction, grounding the work in lived experience.

Wavemaker UK led on strategic development, media planning and buying, integrating behavioural science into the campaign’s rollout. Media placements are designed to make audiences “look again” — with radio ads during peak travel times, dynamic roadside billboards that change imagery as drivers pass, and digital and social activity timed around Road Safety Week.

The initiative forms part of TfL’s broader commitment to road safety, complementing its Highway Code awareness, Speed campaign, and Travel for Life programmes. Together, these efforts support the Mayor’s Vision Zero goal of eliminating all deaths and serious injuries from London’s roads by 2041.

Miranda Leedham, Head of Customer Marketing and Behaviour Change at TfL, said:

“Every death or serious injury on London’s roads is one too many. This campaign reminds drivers to take that extra moment to look again – to see the person, not just the bike or motorbike. ‘Take Another Look, Not a Life’ reflects our ongoing commitment to making London’s roads safer and more considerate for everyone.”

Oliver Halliwell, Client Managing Director at Wavemaker UK, added:

“Advertising has the power to drive meaningful behavioural change. By encouraging drivers to pause and truly see the people around them, this campaign demonstrates how small actions can have life-saving consequences.”

Simon Learman, Creative Director at VCCP, said:

“Many drivers believe they already take enough care around riders – but those who have lost loved ones know otherwise. This campaign is a heartfelt call for constant vigilance, inspired by real stories and shaped by collaboration with the bereaved and emergency services. It’s a simple plea: take another look, not a life.”