Digital-first public engagement: Lessons from Cambridgeshire County Council

Public engagement is now more critical than ever for highway authorities. With road networks under increasing pressure due to rising traffic volumes, infrastructure projects, and community events, the ability to effectively communicate disruptions and maintain public trust has become a strategic priority. For residents, transparent communication about roadworks and traffic issues isn’t just a courtesy—it’s an expectation.

Moreover, poorly handled communication can lead to increased complaints, public dissatisfaction, and even reputational damage for highway authorities. At a time when the public expects instant updates and clear information, leveraging digital tools to engage proactively has become a key differentiator.

Cambridgeshire County Council (CCC) is leading the way with a digital-first approach to public engagement. By adopting innovative tools from Causeway one.network, the council has redefined how it communicates with road users, delivering real-time, accurate information that not only reduces complaints but also enhances traffic flow and driver decision-making. 

Redefining public communication

Using Causeway one.network’s Content Management solution, CCC ensures the public has access to comprehensive, accurate, and timely information about roadworks, traffic disruptions, and public events via an intuitive, interactive map. This information is enhanced with files, images, videos, and up-to-date contact details, empowering residents to access the information they need effortlessly, fostering seamless self-service and reducing reliance on support channels. 

Peter Sherwin, Traffic Management Officer at CCC, highlights the success of the approach: 

"Since introducing the Content Management module, we’re not receiving as many phone calls or emails from the public. Our roadworks icons on the Causeway one.network map have been clicked on over 227,000 times in the last year, which just goes to show the amount of people that are actually using this tool that we’re putting out into the public domain."

This digital accessibility has not only streamlined communication but has also demonstrated the council's commitment to transparency and efficiency.

Real-time data for better decision-making

In addition to the Content Management module, CCC has deployed the Live Link app, which sends real-time road closure data to all major sat-nav applications. This tool empowers drivers with instant updates, helping them make informed decisions to avoid traffic disruptions.

Richard Burnett, Traffic Management Centre Manager at CCC, explains the value: 

"Live Link allows us to get road closure information straight out to customers and road users through sat-nav systems and applications. This enables them to make better decisions on their journeys and allows the algorithms within the sat-nav apps to automatically divert people around any problems so they can mitigate the traffic flow and keep everything moving." 

By integrating Live Link into their public engagement strategy, CCC ensures that traffic disruptions are minimised, enhancing the overall road user experience. 

The benefits for highway authorities

Cambridgeshire’s approach illustrates several key benefits for highway authorities adopting similar strategies:

• Reduction in enquiries: Clear, real-time information reduces the need for public queries, saving time and resources.
• Improved traffic flow: Instant data sharing with sat-nav applications helps optimise traffic flow.
• Enhanced public trust: Transparent communication fosters confidence among residents and road users. 

A Blueprint for the Future

The success of Cambridgeshire County Council underscores the transformative power of digital-first public engagement. By adopting tools like the Content Management module and Live Link, highway authorities can deliver a seamless communication experience, reduce disruptions, and build stronger relationships with the communities they serve.

Ready to take your public engagement strategy to the next level? Discover how Causeway one.network can help.