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BikeWise 2018

BikeWise 2018

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New £1.3million Think! Motorcycle campaign launched

s630_tom-think-bikeThe Government has (once again) launched a new £1.3million campaign to get drivers to look out for riders at junctions.

Radio and petrol station ads will run from now until May urging drivers to take longer to look for riders.

Ads will also appear on Video On Demand TV, aimed particularly at young drivers.
The campaign tells drivers to ‘see the person behind the helmet’ and is timed to coincide with riders returning to the roads for spring. 

In 2011, 74% of motorcyclist deaths and serious injuries involved another vehicle.
The Department for Transport is spending more on the initiative than almost any other road safety campaign this year apart from a push to curb drink-driving. 

Launching the campaign, Road Safety Minister Stephen Hammond said:  “Thirty 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."

A DfT statement said: ‘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.’

Injuries to motorcyclists are out of proportion to their presence on our roads. Motorcyclists are just 1% of total road traffic, but account for 19% of all road user deaths.

The facts
  • In 2011 362 motorcyclists died and 5,247 were seriously injured in road collisions in Great Britain.
  • Motorcyclists are 25 times more likely to be killed compared to all other road users.
  • Motorcyclist KSIs have fallen since 2008 when 493 motorcyclists were killed and 5,556 were seriously injured on Britain's roads.
  • 30 motorcyclists are killed or injured every day at junctions.