DfI Launches Road Safety Campaign: Be Bold. Be Seen

Date published: 20 October 2025

‘Be Bold. Be Seen’ encourages pedestrians, cyclists, and other vulnerable road users to wear bold bright or high-visibility clothing.

Far too many lives being lost and too many families lives are shattered by the worst possible news and evidence shows that people who walk, cycle or ride a horse are among the most vulnerable groups of road users.

Tragically, more than one in five people killed on our roads over the past decade were pedestrians.  Stark statistics have revealed that, on average, 10 motorcyclists are killed on our roads every year.

The campaign features three striking visuals that will appear on the rear of buses, posters and a social media campaign.

1. You wouldn’t be seen dead in this

This visual delivers a hard hitting message, that being invisible on the road is a risk not worth taking. The slogan plays on the double meaning of being seen both in terms of fashion and survival.

2. Take a fashion risk not a safety risk

This creative approach is designed to capture attention quickly, particularly in high-visibility formats such as bus rears, by linking fashion choices with personal safety.

3. If he could he would

The message is clear: while wildlife has no control over its visibility on our roads, people do. Whether walking, cycling, or working near traffic, choosing to wear high-vis clothing can be the difference between being seen and not.

By using this relatable and emotive image, the campaign aims to spark conversation and encourage behavioural change, especially as daylight hours shorten in autumn.

Minister Kimmins said: 

“Road safety is a priority for me as Infrastructure Minister as we work hard within the Department to reduce the number of road deaths and serious injuries on our roads.

“This campaign uses simple but powerful images to remind us all that visibility is a choice.

“We hope it encourages people to think twice before heading out without high-vis gear, especially during darker months.

“Be Bold Be Seen is a particularly important message for those who might be most vulnerable on our roads as the nights get darker including pedestrians and cyclists.”

The latest road safety campaign complements recent work undertaken by the Department to improve road safety behaviour.

Current campaigns include safety around school buses for children www.sharetheroadtozero.com/DriversThinkSafetyWhenPassingBuses, and a TV campaign which urges pedestrians and drivers to recognise the shared risk of using using the roads: www.sharetheroadtozero.com/PedestrianSafety.