THINK! spring 2013 motorcyle safety campaign

Drivers are being urged to “see the person behind the helmet” and take longer to look for motorcyclists in the latest THINK! motorcycle safety campaign, launched on 11 March 2013 by Stephen Hammond, road safety minister.

The £1.3m campaign is a continuation of the THINK! ‘named riders’ campaign. Timed to coincide with the time of year when motorcycling increases, the campaign encourages drivers to take longer to look for bikers and to think about the biker; not just the bike.

The campaign will run from March to May 2013 with messages delivered through radio advertising and in petrol stations. Wider awareness will be generated through TV video on demand advertising, targeting younger drivers in particular.

The campaign was informed by statistics which show that motorists failing to look properly is a factor in half of all accidents where motorcyclists are killed or seriously injured at a junction; and wider research showing that drivers are more likely to notice motorcyclists on the roads if they know a biker themselves.