Drive for bikers' safety unveiled

26 February 2010

The Government has launched a new safety campaign which it hopes will make drivers "reconsider the way they look at bikers" and see the person behind the helmet.

Under the £3.5 million drive, new TV adverts will depict motorcyclists with flashing neon signs attached to their bikes, showing the rider's name and personality traits like "shy retiring type" or "new dad".

As part of the Think! road safety series, the campaign was launched by Road Safety Minister Paul Clark after research showed drivers are more likely to notice motorcyclists on the roads if they personally know a biker.

Although they make up just 1% of traffic, motorcyclists account for 19% of deaths on Britain's roads.

Mr Clark said: "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."

Beginning on March 1, the new campaign will include TV, radio, cinema and online advertising.

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