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THINK! Motorcycle Safety Campaign Awareness Aimed At Car Drivers

Driver's view in wing mirror
14th May 2014
With the current Government and media focus on proposals for road infrastructure changes aimed at improving safety for pedal cyclists it’s important for road users to be that reminded motorcyclists have the highest fatality rate per billion miles of any road user group and are 30 times more likely to be killed or seriously injured in serious or fatal crashes than car drivers.

The consistent levels of motorbike accident claims serve to underline that motorcyclists account for nearly 20 per cent of all road user deaths despite representing just 1 per cent of total road traffic. In 2011, more than 5,240 motorcyclists were seriously injured in road collisions on Britain’s roads, and 75 per cent of those killed and seriously injured occurred in collisions commonly involved a car driver.

In the latest THINK BIKER ‘Named Rider’ campaign, car drivers are being urged to take a “longer to look for motorcyclists and think about the biker, not just the bike.” The £1.3m campaign, which runs from March to May 2013, also has a long term aim to “create empathy between car drivers and motorcyclists”, while at the same time “raising awareness about the steps that can be taken by both parties to avoid crashes.”

The campaign ran for the first time in the media in March 2010 and again in summer 2011 and spring 2012. In 2013, the ‘Named Rider’ campaign has been developed further to highlight the consequences of a fatal motorcycle crash. The key message for drivers is to take a longer to look for bikers – especially at junctions where three quarters of collisions occur - and the importance of expecting the unexpected.

Ongoing THINK! campaign advice for drivers to avoid collisions with motorcyclists focuses attention on:

• Taking longer to look carefully for motorbikes when pulling out at a junction and on the approach to a junction, to also look out for motorcyclists pulling out too.
• Checking for bikes when changing lanes and be aware of blind spots.
• Checking for bikes when turning especially as parked cars or large vehicles can obstruct the view of a motorcyclist.
• Double-checking for motorcyclists, whether turning left or right as they can pass a vehicle on either side.
• Keeping a safe distance to avoid intimidating a less experienced motorcyclist.
• Looking specifically for motorcyclists when pulling away as they can accelerate faster than cars.
• Checking for motorcyclists before opening a car door and ensuring that passengers do the same.