Govt launches motorcycle safety campaign

Date: 2/3/2012

The government has launched a new motorcycle safety THINK! campaign.

Called Named Riders, the £1.2 million initiative includes TV adverts that aim to remind drivers that motorcyclists are people with lives, friends and family.

This comes after research discovered people with cars are more likely to be aware of motorcyclists on the road if they know someone who owns a bike.

Road Safety Minister Mike Penning said: "The campaign I am launching today aims to get drivers to think again about how they look at bikers when they’re out on the road."

Although motorcyclists account for one per cent of traffic, they make up 22 per cent of deaths on British routes.

Mr Penning added that this statistic shows bike users are "tragically over-represented in road casualties" and the figure must be reduced.

The government runs various different THINK! campaigns targeting road users, including those focusing on drink or drug driving, speeding and seatbelts.

Posted by Sarah Bailey