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East Midlands bike campaign tells drivers: Look beyond the helmet
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Written by Fran Newton, 16/03/10
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A government campaign has been launched this month to help motorcyclists in the east Midlands protect more than their bike insurance premiums.
The new THINK! campaign features TV advertisements showing bikers riding with flashing neon signs attached to their machines bearing their names and personality traits.
As part of the initiative, drivers are asked to look out for motorcyclists after research showed motorists are more likely to spot a biker if they know them personally.
Launched by road safety minister Paul Clark, the £3.5 million campaign calls on drivers to look for the person behind the helmet to reduce the disproportionate number of bikers involved in collisions.
He commented: "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."
James Gibson, East Midlands spokesperson for Roads Safety GB, commented that motorcyclists are more vulnerable than car drivers and as such, motorists should pay extra attention to them.
The government has a target of reducing the overall number of casualties whereby a biker is fatally or seriously injured by 40 per cent from the 1994-98 average by the end of this year.
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