It will target drivers across the county through bus-back advertising in Ipswich, Bury St Edmunds and Lowestoft, a radio campaign on Heart FM, and a series of videos and advertisements across social media.
Organised by the council’s Way To Go team, it reinforces Highway Code Rule 206, which requires drivers of any vehicle turning into or out of a side road to give way to pedestrians and/or cyclists who are crossing or waiting to cross.
Despite the rule being clearly set out in the Highway Code, the RAC found in a 2024 survey that a fifth of pedestrians across the UK say drivers never give way to them at junctions.
Councillor Christopher Hudson, Cabinet Member for Transport and Highways at Suffolk County Council, said: “Most drivers already do the right thing but too many still do not, and it only takes a moment of impatience to put someone at serious risk.
“This campaign is about reminding everyone that giving way at a side road isn't just courteous, it's the Highway Code, and it makes every journey in Suffolk safer, whether you're walking, wheeling, cycling or driving."
The campaign forms part of the team’s wider ‘Look Out For Each Other On Every Journey’ series, which aims to make Suffolk's roads safer and more welcoming for everyone and giving residents more choice in how they travel.
The team is encouraging all drivers to take a moment to refresh their understanding of Rule 206, and to remember that slowing down and being patient at side roads costs seconds but can prevent a life-changing collision.
More information about the campaign, including videos and resources, is available at thewaytogosuffolk.org.uk/campaigns
