This study aims to understand the potential effect on pedestrian and cyclist casualty populations should the Adult Head to Windscreen Area Protection measure be adopted, and the potential impact of other primary safety measures that are being considered for implementation as part of the General Safety Review. The target population of the measures was defined at the national level of Great Britain over a five‐year period based on collision data from 2011 to 2015. The casualty benefit of a Pedestrian Protection Airbag (PPA), covering the Scuttle and A‐pillars of the M1 vehicles, and Intelligent Speed Assistance (ISA) and Autonomous Emergency Braking for Pedestrians and Cyclists (AEB‐PCD) were assessed. The PPA only protects head contacts to the A‐pillar and Scuttle, and was predicted to be effective for 13.26% of fatally injured and 0.58% of seriously injured pedestrians struck by the front of M1 vehicles;​ no cyclist casualties were in the sample. The primary safety measures were more effective and were predicted to have a much greater casualty benefit. The implementation of AEB‐PCD and ISA on M1 vehicles is likely to create significant casualty benefits, but there is still a residual casualty population that requires protection from the A‐pillar, Scuttle and windscreen.