Kindness Travels is a campaign encouraging all road users to bring back the courtesy wave – a wave or a nod of the head, to acknowledge another driver’s courtesy and your appreciation of it. The aim is for mainstream media to engage the community as 3rd party road safety ambassadors.
To empower all road users to take ownership of courtesy on the roads, creating a sense of unity and respect amongst motorists, motorcyclists, bike riders and pedestrians – Kindness Travels.
This is about the media not only delivering the messages but owning them and maximising the reach to their audience networks.
It utilises a multi-media approach across television, radio, press digital and out-of-home advertising. This activity will be embellished by editorial, socially enhanced activities, cut-through/engaging content and other broadcast initiatives.