Drivers urged to see bikers

The UK Department for Transport has launched a new Think! campaign in a bid to cut the number of motorcyclist deaths and serious injuries.



But rather than just being aimed at bikers themselves, the main target audience is actually other drivers.



That’s because 78% of riders that are killed or seriously injured are in collision with another vehicle, with 67% of those crashes occurring at junctions. Those government statistics, which are from 2009, clearly dispel the notion that most motorcycle fatalities are primarily speed-related with nobody else involved.



Therefore, the focus of the campaign is to encourage drivers to look out for bikers, especially at junctions. Costing £1.2 million for 2011/12, it will include national radio advertising, sponsorship of drive-time radio shows and filling station forecourt adverts.



Mike Penning MP, Road Safety Minister, commented:



"Britain has some of the safest roads in the world but around nine motorcyclists were still killed on the roads each week in 2009.



"As a biker I know how much fun motorcycling can be and what a practical way it is to get around, but it is unacceptable that so many motorcyclists are dying on our roads and I want to tackle this.



"While many drivers may take extra care at junctions, they often don't see bikers and this is a major factor in motorcycle casualties. That is why our Think! campaign aims to remind drivers to think about the biker, not just the bike, so that we see fewer of these needless accidents."



Given the generally poor standard of driving exhibited by many road users - especially a lack of observational skills - the campaign could face an uphill struggle. But hopefully it’ll mean the ‘sorry mate I didn’t see you’ excuse gets used less often.