Head-turning adverts going up across London as part of national Road Safety Week are calling on drivers to GO 20, to help protect everyone on foot and bike and make the capital’s streets more people-friendly.

London Speed Limit

Brake, the road safety charity, is launching the advertising campaign in association with advertising agency partner Blue Hive, media agency Mindshare, and outdoor specialists Primesight and JC Decaux.

The adverts are part of a national GO 20 campaign, launched by Brake this week in partnership with a coalition of charities. GO 20 appeals to drivers to slow down to 20mph around homes, schools and shops and calls for 20mph limits to become the norm across built-up areas, so children and adults can walk and cycle for their health and enjoyment, and for cheap and sustainable travel, without being or feeling endangered.

The three billboard designs, photographed by internationally renowned photographer and director Sean de Sparengo, displayed at 33 sites across London, depict a giant foot on an accelerator pedal bearing down on children, dog walkers, cyclists and joggers as they make their way down an autumnal street. The three different billboards show different types of footwear to show the types of people the ad hopes to reach out to. The billboard caption is ‘Take the pressure off residential roads: GO 20’.

Julie Townsend, deputy chief executive of Brake, says:“Everyone should be able to walk and cycle without fear or threat, and the GO 20 campaign is about making that a reality. Reducing speeds in communities helps to take the pressure off, enabling people to walk, cycle and jog safely. This was the inspiration behind these ads, which we wanted to be engaging and empowering rather than finger-wagging. We want to persuade that drivers they personally can help make London’s streets safer for walking and cycling, by making a simple pledge to GO 20 around homes, schools and shops. We hope these billboards will help to get this vital message out: slowing down is a really positive thing drivers can do to make our streets people friendly.”

Nigel Edginton-Vigus, of agency Blue Hive says: “As a member of the public and dad of two kids, I personally support the message Brake is working so hard to communicate. As an advertising man, I’m also delighted to be able to work with the charity and its other partners to get this message across. I very much hope our work will influence both drivers and authorities, lead to action and affect a much needed change.”