The Incursions Working Group, a sub-group of the Supply Chain Safety Leadership Group, has launched a social media campaign aimed at raising awareness of Traffic Management incursions, specifically targeting young male drivers.
Funded by Breedon Group and developed by MHP Group, the initiative features Will Lenney, known as WillNE on Instagram, a YouTuber with a strong “lad” appeal, boasting over five million subscribers on YouTube and one million followers on Instagram and TikTok.
The campaign is designed to address the real threat posed by vehicle incursions; when a vehicle intentionally or unintentionally enters a work site, potentially causing serious harm to roadworkers. Last year alone, hundreds of incursions occurred in the UK, often driven by impulsive decisions rather than premeditated intent, with research indicating these vehicles are driven by a high proportion of younger male drivers. Through humorous yet impactful video content, WillNE will highlight to his followers the dangers of driving through roadworks with a more informal tone than traditional safety campaigns, helping to shift perceptions and foster respect for roadworkers.
“We know that the vast majority of drivers are responsible, but a small percentage make impulsive decisions that can have dire consequences,” said James Haluch, Chair of the Incursions Working Group, With WillNE’s strong engagement on Instagram and TikTok, and powerful partnerships in the automotive space, we believe we can communicate the importance of this message in a way that feels relevant and impactful. Our hope is that WillNE’s engaging style will resonate with the audience we are keen to reach, many of whom admire and follow influencers like him.”
The Supply Chain Safety Leadership Group was established to improve safety performance across the Strategic Road Network (SRN) through highway sector collaboration on common risks. It includes representatives from key suppliers operating in the highways sector and provides safety leadership and clear strategic direction. The group oversees the development and adoption of health, safety and wellbeing activities, aimed at eliminating fatal risks for road workers and road users.
The campaign officially launched on the 1 November and will run across various social media platforms, including Instagram and TikTok. By reaching out to this key demographic, the Incursions Working Group hopes to create a meaningful dialogue about the importance of safe driving practices around roadworks and our workforce.
(Picture – Levett Business Services)
