{"id":20567,"date":"2025-10-29T14:51:07","date_gmt":"2025-10-29T14:51:07","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&p=20567"},"modified":"2025-11-18T19:35:38","modified_gmt":"2025-11-18T19:35:38","slug":"take-another-look","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/take-another-look","title":{"rendered":"Take Another Look"},"content":{"rendered":"
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Transport for London<\/b><\/a> (<\/span>TfL<\/b>) has launched a powerful new road safety campaign, \u2018<\/span>Take Another Look, Not a Life<\/span><\/i>\u2019, designed to change driver behaviour and prevent deaths and serious injuries of riders on London\u2019s roads.\u00a0<\/span><\/p>\n

Developed by <\/span>VCCP<\/b><\/a> in partnership with<\/span> WPP Media<\/b><\/a>\u2019s<\/span> Wavemaker UK<\/b><\/a>,<\/b> the campaign encourages drivers to \u2018take another look\u2019 for riders – challenging the common perception that cyclists and motorcyclists \u2018come out of nowhere\u2019,and are in fact less visible and more at-risk on the road. <\/span>According to TfL\u2019s 2023 road safety data motorcyclists are<\/span> 39 times more likely than car drivers<\/span><\/a> to be killed or seriously injured on London’s roads per journey, and cyclists are 13 times more likely.<\/span><\/p>\n

Grounded in data that identifies failing to look properly as a leading cause of rider collisions, the idea dramatises the importance of simply <\/span>taking another look<\/span><\/i> – showing how a rider who might otherwise be missed could have been seen with another look. It\u2019s a poignant reminder that taking simple action can save a human life – and that failing to do so could take one.<\/span><\/p>\n

At the centre of the campaign are two 30\u201d hero films, directed by the award-winning director, Tom Tagholm (known for Channel 4\u2019s <\/span>Superhumans)<\/span><\/i>, through production company <\/span>Girl&Bear Studios<\/b><\/a>, part of<\/span> VCCP<\/b>. <\/span>Girl&Bear Studios<\/b> fully managed all aspects of production and brought the campaign to life. Viewers are invited to \u2018take another look\u2019 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. <\/span><\/p>\n <\/div>\n<\/section><\/div>\n\n

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