Background and campaign objective
Safety is our number one priority – any death on our roads is one too many. While our roads are among the safest in the world, we recognise there is always an opportunity to make journeys safer, easier, and more reliable for users.
Our breakdown campaign aims to improve road users’ awareness and confidence around what to do in the event of a breakdown on a motorway, including those without a hard shoulder, helping people feel more capable and equipped should it happen to them.
The campaign launched in March 2021 on TV, radio, press advertising, out-of-home posters, online and social media, with support from a number of partners. The messages have been reinforced with radio, out-of-home, online, and social media in a subsequent campaign waves. The fifth wave is over this festive travel period from 12 December to 30 January.
If you'd like to support the campaign you can download a range of materials below.
Breakdown Campaign Wave 4 Partner Toolkit
August 2022
If you do support the campaign, we'd love to hear about it for our evaluation – please email marketing@highwaysengland.co.uk
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- Go left campaign 20 second film
- Vehicle checks to prevent a breakdown 20 second film
- Know your emergency area 20 second film
- What to do if there isn’t a hard shoulder 20 second film
- What to do if you break down in a live lane 20 second film
Social media 1x1 square format subtitled
Social stories and static images
Images
Primary messaging
While our breakdown advice can’t be boiled down to a two or three word phrase, LEFT is the golden thread that unites the most important campaign messaging.
If you break down on the motorway:
- Put your LEFT indicators on
- Move into the left lane
- Exit left at the next junction/services, or
- Exit LEFT into an emergency area or hard shoulder
- Put your hazards lights on
- Get behind a safety barrier where there is one. Keep well away from moving traffic
- Call National Highways on 0300 123 5000 then a breakdown provider for help
If you can't do the above, or in an emergency, stay in your vehicle, keep seatbelts and hazard lights on.
Call 999 immediately.
Supporting messages
Other relevant messaging, including preventative measures such as vehicle checks and journey planning, will be communicated during the campaign.
How you can help prevent a breakdown on the motorway:
- Make sure you have enough fuel for your trip
- Check your oil
- Check your tyre pressure.
More supporting messages can be found on the campaign website.
