National Highways is launching a new campaign to highlight the dangers of tailgating and encourage drivers to keep their distance.
New research shows most people feel anxious and uncomfortable if a stranger stands too closely beside them and many drivers say they experience the same feelings when someone tailgates them on the road.
Tailgating – when a driver doesn’t leave sufficient distance to stop safely if the vehicle in front brakes suddenly – contributes to an average of 147 people being killed or seriously injured (KSI) each year.
Despite the risks, a recent survey for National Highways found 43% of drivers admit to tailgating at least occasionally, while 60 percent say they feel anxious or stressed when others do it to them. This mirrors similar feelings to when people feel their personal space is being invaded.
To tackle this, National Highways is launching a powerful new safety campaign: ‘Too Close for Comfort? Stay Safe, Stay Back’ – urging drivers to recognise the risks of close following and change their habits behind the wheel.
Sheena Hague, Director of Road Safety at National Highways, said:
“Tailgating isn’t just irritating; it’s intimidating and dangerous. Most people wouldn’t dream of standing right behind someone in a queue or walking on their heels down the street, yet this is exactly what we see on our roads.
“We’re asking drivers to pause and see their actions from a different perspective. Keeping a safe distance is a small act of respect that saves lives.”
National Highways is urging drivers to leave at least a two-second gap on dry roads – a critical safety measure that should be doubled to four seconds if the road surface is wet.
The campaign draws on behavioural science to explore why drivers tailgate, often without realising, and how small, relatable, real-life experiences can prompt safer driving.
Shaun Helman, Chief Scientist at the Transport Research Laboratory (TRL), said:
“This is an innovative approach to shift deeply ingrained driving habits. By tapping into the universal discomfort many of us feel around an invasion of our personal space, we’re not just advising drivers what to do; we’re giving them a relatable life experience to help understand the impact of their actions and encouraging a lasting shift towards more mindful and safer driving behaviours.”
Although radar and video analytics companies have designed automated enforcement or driver awareness solutions for tailgating, the technology is yet to be fully embraced.
(Pic: National Highways)
