Think! bike campaign launched Car drivers are being urged to see the person behind the helmet and take longer to look for motorcyclists in the latest THINK! motorcycle safety campaign, launched today by Road Safety Minister Stephen Hammond.

The £1.3m campaign, timed to coincide with the anticipated Spring increase in motorcyclists’ return to the roads, encourages drivers to take longer to look for motorcyclists and think about the biker, not just the bike.

Stephen Hammond said:

“Motorcyclists account for just 1% of traffic but 19% of deaths on Britain’s roads and 30 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.”

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.

Following the announcement of Think!’s new motorcycle safety campaign, IAM director of policy and research, Neil Greig, commented:

“There are far too many SMIDSY (sorry mate, I didn’t see you) accidents on our roads today so we welcome the new Think! awareness campaign for motorcyclists. ‘Failed to look’ is the top reason for serious crashes and research shows that drivers often miss smaller vehicles when they scan the road before a turn. A few extra moments spent checking for motorcyclists means everyone gets home safely.”

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