National Highways: #Go_Left

How do you make life-saving road safety advice accessible to everyone?

Breaking down on a motorway can be stressful for any driver.

But for disabled drivers, the experience can present additional challenges and uncertainty.

National Highways wanted to ensure that all drivers, including disabled people, had the knowledge and confidence to stay safe in the event of a breakdown.

Working alongside the #GoLeft campaign, Purple Goat helped bring accessible road safety information to communities that are often overlooked by traditional communications.

The Challenge

National Highways wanted to increase awareness and understanding of what to do in the event of a motorway breakdown, particularly on smart motorways without a hard shoulder.

The campaign aimed to improve confidence among disabled drivers and ensure critical safety information reached audiences in an accessible, engaging and easy-to-understand way.

What We Did

We partnered with 16 disabled creators to deliver a two-phase influencer campaign across social media.

Phase 1: Understanding Knowledge Gaps

We began by using polls and audience questions to uncover misconceptions and identify areas where drivers lacked confidence or understanding. This allowed us to shape content around genuine community concerns and information needs.

Phase 2: Delivering Accessible Safety Information

Creators shared practical guidance on what to do during a motorway breakdown, alongside road safety tips designed to make the advice more approachable and relatable.

The content demonstrated how the #GoLeft guidance simplifies the breakdown process and included accessible communications such as British Sign Language (BSL) content, helping ensure more drivers could access life-saving information.

Why It Worked

The campaign combined behaviour-change communications with trusted voices from the disability community.

By first understanding audience concerns and then responding with creator-led education, we were able to deliver road safety information in a way that felt relevant, accessible and empowering.

Using disabled creators and inclusive formats helped increase confidence and ensured critical guidance reached audiences who are often underserved by traditional public information campaigns.

Outcomes

Through creator partnerships and accessible communications, we successfully raised awareness of motorway breakdown procedures and improved confidence among disabled drivers.

By embedding accessibility into the campaign and using lived experience to drive engagement, the work demonstrated how inclusive communications can make essential public safety information more effective for everyone.