Motorcyclist awareness campaign launched

Posted : 07-02-2006

The government has unveiled a new campaign aimed at encouraging drivers to watch the road more carefully for motorcyclists.

The new THINK! national campaign urges drivers to "take longer to look for bikes" and involves television and radio advertising targeting drivers and a poster campaign urging motorcyclists to make themselves clearly visible on the road.

An estimated 1,500 motorcyclists are killed or seriously inured on Britain's roads each year by drivers failing to see them and bikers account for 17 per cent of all road fatalities, although they make up just one per cent of total vehicle traffic.

Bikers should make sure they can be seen and are fully covered by motorcycle insurance in case of an accident.

UK road safety minister, Stephen Ladyman, said: "A quick glance is not long enough to check if a motorcycle is approaching. Drivers need to take an extra second or two to look out for bikers. It really can be a lifesaver.

He added that he enjoyed biking, but was concerned about being seen by drivers. The minister stressed the importance of bikers improving their visibility to motorists.


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