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Campaign for motorcyclists' safety

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The Government concerned over the safety of motorcyclists has launched a £3.5 million campaign in a bid to make drivers notice bikers on the road.

The TV advert will show motorcyclists with flashing neon signs, featuring their names and describing personality traits such as "shy retiring type" or "new dad", fixed to the bikes.

Road Safety Minister Paul Clark, launched the campaign, which is part of the Think! road safety series, after research noted that drivers are more likely to see motorcyclists on the roads if they know the person behind the helmet.

Although bikers represent only one per cent of traffic in the UK, they make up 19% of road deaths.

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."

The new road safety drive is set to start on March 1 and includes TV, radio, cinema and online advertising.

© Press Association 2010