An increasing amount of road users vying for the limited space on London's roads means that confrontation is abundant. This campaign set out to encourage people to take a different approach to the way they perceive their fellow road users. Instead of focusing on avoiding dangerous situations per se, it advocates stepping back from situations that could potentially escalate. So rather than respond to carelessness with aggression, we urged people to put things in perspective. #SHARETHEROAD was a conversation starter, rather than a blunt, dictatorial, finger-pointing piece of comms. It urged participation and dialogue, as evidenced by the countless tweets.