Motorcycle campaign 'will increase drivers' awareness'

Date: 19/10/2010

An advertising campaign to help protect motorcyclists using bus lanes in the capital has been welcomed by the Institute of Advanced Motorists (Iam).

The Transport for London scheme uses radio adverts to urge drivers to look out for motorcyclists - who are allowed to ride in bus lanes during an 18-month trial - in an attempt to reduce the number of collisions with riders.

Peter Rodger, Chief Executive of the Iam, said it will take time for motorists to get used to watching out for bikers on this part of the roads.

He declared his support for comments made by Dr Graham Hole, a Cognitive Psychologist at the University of Sussex, who stated research shows drivers are less likely to see vehicles in positions where they don't expect to find them.

"Publicly promoting the trial will help this problem a lot by increasing drivers' awareness," he remarked.

Dr Hole added as drivers become accustomed to checking their left-hand mirrors, doing so will hopefully become the rule rather than the exception.

Posted by Sarah Bailey