TfL aims to break the road rage cycle

The Mayor of London’s Vision Zero objective, which aims to achieve zero deaths and serious injuries on London’s roads by 2041, hopes that a new campaign will help in that goal.

Created by VCCP London and directed by Simon Ratigan through HLA, the new spot, called See the Other Side, asks road users to be more considerate of each other. The film which is designed to highlight the lack of empathy and understanding that road users often have for each other, and reminds road users that everyone else on the road is a human being, just like them. 

The film features a disturbing - but not uncommon on London's roads - interaction between a car driver and cyclist who narrowly escape a collision. The initial fury is drowned out by inner monologues, until the anger subsides, they both realise how their behaviour has affected the other, and they express genuine concern for one another. The film draws to an emotional conclusion with both road users who are visibly shaken up asking whether each other is ok.

"We set out to create a film that directly tackles the tribal culture which currently dominates London’s roads," said Simon Learman, Creative Director at VCCP. "By dramatising how we really feel in moments of tension on London streets, we start to break down the barriers between road users and engender a greater spirit of understanding and generosity."