Drivers are being urged to take longer to look for motorcyclists in the latest THINK! motorcycle safety campaign, launched by road safety minister Stephen Hammond.
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.
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 accident statistics, which show that motorists 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.
Malcolm - 11/03/2013 15:14
Hi, I know many Bikers; but, I maintain that the onus should be on the Biker and not just the motorist. I frequently travel on a very straight road (several miles long) and its usally the Biker that greatly exceeds the speed limits and suddenly pulls out to overtake. You cannot always see them in the rear view mirror especially when they suddenly pass you doing ?? MPH - it is 60 MPH speed limit and when you are doing 60 MPH they normally pass you as though you were sitting still. The view ahead is one of flashing headlights and a string of brake lights. However, not all Bikers are like this; Bikers like Honda Goldwing riders and the like are normally Law abiding citizens and ride their machines sensibly. If the Biker rode their bikes sensibly instead of weaving in and out of traffic (which is okay to do when its safe to do so) then a greater respect would be had for the Biker. We all have somewhere to go and all use the same road; so, let's all get there safely. The slogan should read 'Biker Think' and not 'Think Bike'.