DfT to launch motorcycle awareness campaign

Posted : 25-01-2006

The Department for Transport (DfT) is due to launch its 'THINK! Take longer to look for bikes' campaign on January 30th, in an attempt to reduce the number of deaths and serious injuries on Britain's roads.

The department's efforts to reduce road accidents are twofold, involving TV adverts for the 'THINK’ campaign and six-sheet posters to publicise a parallel campaign urging motorcyclists to make themselves more visible.

The 30-second 'How Close' TV adverts show a typical accident at a T-junction, where the car driver coming from a side road glances quickly to the right before pulling out and turning onto the main road.
However, a motorbike travelling along the main road is seen crashing into the side of the car, leaving the motorist confused and shocked. "How close does a biker have to be before you see them?" asks a voiceover. The end line reads: "THINK! take longer to look for bikes".
The TV adverts will run from January 30th to March 12th.

The DfT report, In-Depth Study of Motorcycle Accidents, concluded that the most common cause of motorcycle crashes is a right of way violation. The majority of these incidents occur at T-junctions and "it is usually the motorist - rather than the biker - who is at fault," said the DfT.

In 65 percent of these incidents drivers fail to see motorcyclists, despite other witnesses reporting they were easily visible.


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