The European Road Safety Charter of the European Commission, has recently published a Guide on how to run effective road safety awareness campaigns, highlighting their role in improving road safety, including in urban areas. The Guide provides practical advice on how to design, implement, and evaluate such campaigns to enhance road safety efforts, including examples of campaigns from cities across Europe. These initiatives aim to inform, persuade, and encourage individuals to adopt safer behaviours on the road, thus leading to a 5-10 % reduction in road crashes, reinforcing their importance in broader road safety strategies.