Transport for London (TfL) has launched a powerful road safety campaign, “Take Another Look, Not a Life,” designed to change driver behavior and prevent deaths and serious injuries of riders on London’s roads.
Developed by VCCP in partnership with WPP Media’s Wavemaker UK, the campaign encourages drivers to “take another look” for riders–challenging the common perception that cyclists and motorcyclists “come out of nowhere” and are in fact less visible and more at-risk on the road. According to TfL’s 2023 road safety data, motorcyclists are 39 times more likely than car drivers to be killed or seriously injured on London’s roads per journey, and cyclists are 13 times more likely.
Grounded in data that identifies failing to look properly as a leading cause of rider collisions, the idea dramatizes the importance of simply taking another look–showing how a rider who might otherwise be missed could have been seen with another look. It’s a poignant reminder that taking simple action can save a human life – and that failing to do so could take one.
At the center of the campaign are two 30” hero films directed by Tom Tagholm (known for Channel 4’s “Superhumans”) through production company Girl&Bear Studio, part of VCCP. Girl&Bear Studios fully managed all aspects of production and brought the campaign to life. Viewers are invited to “take another look” at personal details within a photograph, which gradually shifts into a phone screen at the scene of a collision. The effect reframes these potential incidents into a deeply human loss, delivering a stark reminder of the lives at stake every time someone takes to the road, and the need for drivers to take another look for riders.
This film introduced us to a cycling victim and her family. The core focus of the two spots, including “Cyclist,” was authenticity, a value shared by VCCP, TfL and Tagholm, whose deeply collaborative approach shaped the entire production. Extensive research into real-life bike, motorbike, and car collisions included in-depth consultations with the Met Police and recreations of actual crash scenes, down to the specific vehicle damage. VCCP and TfL partnered with the charity RoadPeace to host listening sessions with families who have lost loved ones in road collisions. These stories shaped both the tone and storytelling of the campaign, ensuring the work reflects the real-life consequences of a single moment’s inattention. Real victims’ names were displayed on set as a moving reminder of the film’s purpose. Girl&Bear Studios prioritized craft and care – investing in top-tier talent and multiple locations to heighten authenticity at every level.
Simon Learman, creative director at VCCP, said, “Many drivers believe they exercise sufficient caution around riders. But those mourning loved ones lost on London’s roads know that this is not the case. This campaign is a direct call for constant vigilance. We urge drivers to look repeatedly at benign images depicting family and friends. A shocking reveal then exposes the critical importance of this behavior on our roads. Inspired by real stories, we worked closely with both the bereaved and the emergency services to create something honest and visceral. This campaign is a heartfelt plea on behalf of those who have lost, urging drivers to always take another look. Not a life.”
