A new road safety campaign encouraging riders, drivers and pedestrians to recognise their shared responsibility for preventing serious collisions involving motorcyclists has been launched by the Norfolk Road Safety Partnership.
The ‘We Share the Road’ campaign responds to the disproportionate number of motorcyclists killed or seriously injured on Norfolk’s roads. Alongside the local campaign, the partnership has made a suite of free, unbranded campaign assets available for road safety partnerships across the UK to adapt and use in their own motorcycle safety initiatives.
The resources have been developed to support consistent road safety messaging and encourage safer behaviours among all road users across county boundaries.
The campaign has been informed by collision data from the partnership alongside an attitudinal survey of more than 1,200 riders across the region. Together, the findings suggest that many of the biggest risks arise from the decisions people make when riding or driving, what they notice and how they respond to hazards.
Councillor Scott Hussey, Norfolk County Council’s cabinet member for public health and road safety, said: “Motorcyclists are among the most vulnerable people on Norfolk’s roads. Too many collisions happen because someone didn’t look properly.
“This campaign asks something simple of every rider, driver, and pedestrian: look twice to save a life – it could be yours.”
The campaign has also teamed up with YouTuber George’s Car Media to produce a series of short videos highlighting how small changes in behaviour can help make Norfolk’s roads safer for everyone.
Scott Norman, deputy chief fire officer at Norfolk Fire & Rescue Service, which co-created the campaign, said: “Most motorcycle collisions involve another road user, which is why this campaign is aimed at motorists and riders.
“The biggest contributory factor we have seen is people failing to look properly or looking and not seeing – so a simple act like looking twice can really save lives.”
As part of the initiative, the Norfolk Road Safety Partnership is offering the Hugger motorcycle training course at half price for Norfolk residents on sessions booked between August and October 2026. A range of advanced rider and driver courses is also available.
The campaign promotes five simple actions that can help reduce the risk of serious collisions:
- Keep learning – Training helps riders and drivers refresh good habits while identifying and managing risks earlier.
- Slow down and think ahead – Lower speeds provide more time to spot and respond to hazards.
- Look twice – Motorcyclists can be difficult to spot, so taking a second look can prevent a life-changing collision.
- Stay focused – Tiredness, distraction, frustration and overconfidence can all affect judgement and decision-making.
- Protect yourself – Wearing appropriate protective clothing and equipment can reduce the severity of injuries if a collision occurs.
The Norfolk Road Safety Partnership thanked the regional road safety partnerships that supported the development of the campaign, the more than 1,200 riders who participated in the attitudinal survey, commissioned motorcycle trainers delivering additional rider development and skills sessions, and partners across the partnership for their collaboration, expertise and commitment in bringing the campaign to fruition.
Road safety professionals interested in using the campaign materials can contact Laura Partridge at the Norfolk Road Safety Partnership.
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