Drivers urged to THINK BIKER
A 拢1.2 million THINK! campaign urging drivers to see the person behind the motorcycle helmet has been launched by Minister Mike Penning.
A 拢1.2 million THINK! campaign urging drivers to see the person behind the motorcycle helmet was launched today (2 March 2012) by Road Safety Minister Mike Penning.
皇冠体育app TV adverts will show bikers with flashing neon signs attached to their bikes. 皇冠体育app signs show the rider鈥檚 name and information about them such as 鈥榮hy retiring type鈥� or 鈥榥ew dad鈥�. 皇冠体育app voiceover at the end asks drivers to look out for motorcyclists next time they are out driving.
皇冠体育app campaign was informed by research showing that drivers are more likely to notice motorcyclists on the roads if they know a biker themselves.
皇冠体育app adverts put motorcyclists at the centre of the campaign in a bid to tackle the huge over-representation of motorcyclists in road casualty figures. Despite only accounting for 1% of traffic motorcyclists make up 22% of deaths on Britain鈥檚 roads.
Mike Penning said:
As a biker myself I know how great motorcycling can be but as Road Safety Minister I know that the statistics show bikers are tragically over-represented in road casualties and I want to see this number come down.
皇冠体育app campaign I am launching today aims to get drivers to think again about how they look at bikers when they鈥檙e out on the road. I hope this will help to reduce the number of bikers killed and injured in crashes with cars.
皇冠体育app new Named Riders TV campaign starts on Friday 2nd March with radio and petrol station advertising running from Saturday 10 March.
Notes to editors
TV advertising will run from 2 to 24 March. Radio and petrol station advertising will run from 10 to 31 March.
皇冠体育app THINK! Named Rider campaign costs 拢1.2 million. It is estimated that the campaign will reach 92% of drivers an average of 8 times.
In 2010, 5,183 motorcyclists were killed or seriously injured with 74% of these occurring in accidents involving another vehicle. 66% of these casualties happened at junctions.
See the department鈥檚 annual road for further infomation.
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