Car drivers are being urged to see the person behind the helmet and take longer to look for motorcyclists in the latest THINK! Motorcycle Safety Campaign.
The £1.3m campaign, timed to coincide with the anticipated spring increase in motorcyclists’ return to the roads, encourages drivers to take longer to look for motorcyclists and think about the biker, not just the bike.
Motorcyclists account for just 1% of traffic but 19% of deaths on Britain’s roads and 30 bikers are killed or injured in collisions at junctions every day.
The campaign was informed by casualty data which showed that a motorist pulling out in front of motorcyclists is a major cause of deaths and injuries; and wider research showing that drivers are more likely to notice motorcyclists on the roads if they know a biker themselves.
In 2011, 5,609 motorcyclists were killed or seriously injured with 74% of these occurring in collisions involving another vehicle. 69% of these casualties happened at junctions. The numbers of incidents increase significantly during March and April as improved weather encourages more motorcyclists onto the road.
The THINK! Campaign targeting motorists will run from March to May with messages delivered through radio advertising and in petrol stations when the call to action is more closely linked to the behaviour THINK! is seeking to change. Wider awareness will be generated through TV video on demand advertising, targeting younger drivers in particular.
"timed to coincide with the anticipated spring increase in motorcyclists’ return to the roads" - so the government thinks we're going to be out on the roads soon!!
