GEM Motoring Assist is celebrating a remarkable milestone as its Blue Light Aware video series surpasses 10 million views across social media. Launched in September 2020, these short animated videos are designed to educate road users on safely allowing emergency vehicles to pass, promoting safer journeys for everyone on the road.
Since their release, the 13 videos have reached a total of 10,268,924 views, demonstrating a strong appetite among drivers, riders, and pedestrians for practical guidance on road safety. The videos cover a range of essential topics, including navigating motorways, responding at traffic lights, handling roundabouts, dealing with motorway breakdowns, and making effective 999 calls. Specific guidance is also provided for horse riders in collaboration with the British Horse Society.
James Luckhurst, GEM’s head of road safety and the creator of the original Blue Light Aware video in 2011, highlighted the series’ impact: “This milestone demonstrates a genuine interest in learning how to be safer when helping emergency service crews responding to incidents. Our videos are designed to be shared easily on social media, making their safety messages accessible to millions of road users across the UK.”
The most popular video, explaining why emergency vehicles rarely overtake on double white lines, has been viewed 4.7 million times. Another video, focused on correct behaviour at traffic lights, has reached over one million views, proving the practical demand for clear, concise safety advice.
Kevin Dell, National Fire Chiefs Council’s emergency response instructor partnership manager, reinforced the importance of the videos: “These videos play a vital role in educating drivers about how to respond when emergency vehicles approach. Every second counts when our crews are responding to incidents. The better informed all road users are, the more lives we can save. Reaching 10 million views shows the appetite for clear, practical guidance that helps us all play our part to make journeys safer.”
Alan Hiscox, director of safety at the British Horse Society, also praised the series for its contribution to equestrian safety: “Encounters between horses and emergency vehicles can be challenging, especially on narrow or winding roads. These videos give riders, drivers, and emergency crews clear guidance to anticipate each other’s needs, reducing risk and enhancing safety for everyone involved.”
Created in partnership with police forces, fire and rescue services, and the British Horse Society, the Blue Light Aware series originally launched in 2011. The 2020 relaunch aimed to maximise social media engagement, ensuring vital safety messages reach millions of road users across the UK. With over 10 million views, the series stands as a testament to the power of accessible, practical education in saving lives and promoting safer roads.
