A new social media campaign has been launched in an effort to resonate with young riders in London – and to help influence their decisions.
The #ridebetter campaign has been developed by 2Wheels London on the back of statistics showing motorcyclists and moped riders are among the most vulnerable road users in the Capital.
In 2018, 22 riders were killed on London’s roads – with more than 5,000 injured.
The campaign, launched today (20 August), features eight videos designed to encourage riders to use the roads in a manner that gives them the best chance of staying safe and avoid being involved in a collision.
The films, developed in consultation with riders, feature the character ‘Angry Al’, who acts as the ‘devil on your shoulder’ encouraging bad behaviours. They are non-traditional and contain strong language.
The films will be shared on social media on a weekly-basis and cover areas that contribute towards collisions such as speed, observations, overtaking, junctions and road position.
Liz Brooker MBE, chair of 2Wheels London and Road Safety GB, said: “In developing these films we wanted to create something different to the traditional ‘this is how you do it’ road safety film.
“Most riders know what they should be doing but make the decision not to do it, so we’re trying to show the positive behaviours.”
Stakeholders back ‘refreshingly different’ approach
The campaign has been welcomed by the Motorcycle Industry Association (MCIA) – who says it has the potential to be ‘a very useful tool’.
Karen Cole, director of safety and training at the MCIA, said: “The MCIA welcomes any attempt to reach young riders and this non-traditional approach is refreshingly different.
“It has the potential to be a very useful tool in delivering the safety message to a vulnerable group of road users.”
Project to raise awareness of rider safety
2Wheels London works in close partnership with London boroughs and local businesses to provide motorcyclists and moped riders with useful safety information and advice.
Carla Leowe, road safety officer from City of Westminster, one of the 17 boroughs that are members of 2Wheels London, said: “City of Westminster has one of the highest number of motorcyclists injured each year.
“We are delighted to be able to help fund such a worthwhile project to educate and raise awareness of rider safety – for riders that travel across London and are injured not only on Westminster roads but across the Capital.”