THINK! launches motorcycle campaign
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, launched last week by Stephen Hammond, road safety minister.
The £1.3m campaign, timed to coincide with the time of year when motorcycling increases, encourages drivers to take longer to look for bikers and to think about the biker; not just the bike.
The campaign will run from March to May with messages delivered through radio advertising and in petrol stations. Wider awareness will be generated through TV video on demand advertising, targeting younger drivers in particular.
Stephen Hammond said: “Motorcyclists account for just 1% of traffic but 19% of deaths on Britain’s roads, and 30 bikers are killed or injured in accidents at junctions every day. I am determined to reduce this terrible toll.
“That is why we are funding this THINK! campaign to remind drivers to look out for motorcyclists – particularly at junctions – and to see the person behind the helmet, not just a motorbike.”
The campaign was informed by statistics which show that motorists failing to look properly is a factor in half of all accidents where motorcyclists are killed or seriously injured at a junction; and wider research showing that drivers are more likely to notice motorcyclists on the roads if they know a biker themselves.
The THINK! campaign has been welcomed by the IAM.
Neil Greig, IAM director of policy and research, said: “There are far too many SMIDSY (sorry mate, I didn’t see you) accidents on our roads today, so we welcome the new THINK! awareness campaign for motorcyclists.
“‘Failed to look’ is the top reason for serious crashes and research shows that drivers often miss smaller vehicles when they scan the road before a turn. A few extra moments spent checking for motorcyclists means everyone gets home safely.”
Click here to visit the THINK! website.
New website includes members’ portal and info on training courses etc
Apply for Corporate Membership of Road Safety GB
Road Safety campaigns, research, data and help forum
The 2017 National Road Safety Conference
For more info and to register to attend click here...
Project EDWARD - 21 September 2017
For more info click here...
AROUND THE WEB
Is this the end for the red traffic light?
Vehicle hire specialist Northgate delves into the Green Light Optimal Speed Advisory project.
The driving test trial
The findings of a DVSA trial, conducted with the Transport Research Laboratory (TRL), released to coincide with the new driving test changes.
Highways England's vehicle checks campaign
Click here to subscribe for weekly news alert