News : Bold New Think! Campaign to cut motorcyclist deaths in the North West

Motorcyclists will see their names up in lights as part of a bold new THINK! campaign to save lives on the roads.

The new TV adverts will show bikers with flashing neon signs attached to their bikes. The signs show the rider's name and describe personality traits such as 'shy retiring type' or 'new dad'. The voiceover at the end asks drivers to look out for motorcyclists next time they're out driving

The new £3.5m campaign - launched by Road Safety Minister Paul Clark today - marks a radical departure for THINK! after research showed drivers are more likely to notice motorcyclists on the roads if they personally know a biker.

The adverts put motorcyclists at the centre of the new campaign in a bid to encourage all drivers to see the person behind the helmet – and so tackle the huge over-representation of motorcyclists in road casualty figures. Motorcyclists account for 1 per cent of traffic but 19% of deaths on Britain’s roads and in 2008 48 motorcyclists were killed and 601 seriously injured on the roads in the North West.

Paul Clark said:

"We are working hard to tackle the unacceptable number of collisions where motorcyclists are killed on Britain's roads and our THINK! campaigns are a vital part of this.

"Previous adverts have warned drivers to look out for bikes in specific situations such as at T-junctions or in their blind spots and showed the deadly consequences of failing to do so. This exciting new campaign goes a step further by asking drivers to reconsider the way they look at bikers."

"I hope this bold new approach will help to reduce the number of motorcyclists killed or hurt in crashes with cars in the North West."

The new 'Named Riders' campaign starts on Monday March 1st and includes TV, radio, cinema and online advertising. The first TV advert will air on March 1st during Emmerdale.

There will also be a campaign called ‘Be Alive to the Road’ which will encourage new motorcyclists to wear protective clothing and take up further training.

Ian Marginson, motorcycle safety advisor, to the Institute of Advanced Motorists in the North West backed the campaign. He said:

“I have been both a car driver and motorcyclist for many years. My understanding of what it is to be a motorcyclist enables me to understand what makes them tick when I am driving my car and helps me drive better so I fully support this new THINK! campaign.”

Notes to Editors:

• The campaign is divided between Named Riders, aimed at drivers and Be Alive to the Road, aimed at motorcyclists.

• TV, radio and online advertising and radio sponsorship activity for Named Rider will run from 1st – 31st March.

• Cinema advertising will run between 5th-11th March and between 19th -25th March.

• The first TV ad will air at [TBC]

• Be Alive to the Road activity will commence on 22nd March. In addition to the partnership marketing, we will continue to sponsor of the British Superbikes Championship, which aims to encourage more experienced leisure riders to take up further training.

• Motorcyclists have the highest fatality rate per billion kilometre of any road user group. Despite only representing 1% of vehicle traffic, they account for 19% of all road user deaths in Great Britain. In 2008, 493 motorcyclists were killed and 5,556 were seriously injured (source: Reported Road Casualties GB 2008) although this is over 20% fewer fatal and serious casualties than in 2003, it is still too many.

• Typically around three-quarters (75%) of motorcycle KSIs occur in collisions involving another vehicle (usually a car). In 2008, just over half (51%) occurred in collisions at junctions, with the remainder of KSIs occurring either in crashes with other vehicles away from junctions (24%) or in single vehicle incidents (25%) .

Do you ALWAYS make sure your passengers wear seatbelts? Thank you for your vote! results

more info

Been caught speeding?
Learn the facts about speed cameras in our area... click here