The 1000th person to do a stint on the fourth plinth in Trafalgar Square used her time to promote the Shiny Side Up biker safety campaign.
The ‘fourth plinth’ is sculptor Anthony Gormley’s latest project, in which he is randomly selecting a different person for one hour, every hour for 100 days to occupy the empty fourth plinth in Trafalgar Square.
Joey Brook, a personal injury lawyer and ardent sports bike enthusiast, had no doubts about her message. As a biker she is very familiar with signs placed on popular riding routes by the Shiny Side Up partnership to highlight crash hotspots.
The Shiny Side Up partnership comprises Nottinghamshire, Leicestershire and Derbyshire county councils. Nottingham, Leicester and Derby city councils, Nottingham police and the Highways Agency.
The campaign began in 2002 and two messages – ‘To Die For’ and ‘Think Bike’ – have been used extensively in the east Midlands and other participating counties. The Highways Agency has recently extended their use onto the trunk road network throughout England.
The campaign organisers say that monitoring of routes shows a decline in KSIs where the signs are used, and that annual biker surveys at BSB and WSB events at Donington Park show a ‘huge increase’ among riders of the purpose of the signs.