Organisation: Department for Transport
Date uploaded: 23rd July 2010
Date published/launched: March 2010
The THINK! Named Riders motorcycles campaign aims to reduce deaths and injuries among motorcyclists by personalising them in the eyes of car drivers and encouraging drivers to see the person behind the helmet.
The campaign’s message is that motorcyclists are a wide range of people, with names, personalities and families just like car drivers. It explores the notion that awareness of motorcyclists can be increased by making drivers think more about the person riding the motorcycle.
The reason for taking this approach is that research uncovered by Dr David Crundall, of the University of Nottingham, shows that empathy with motorcyclists is important. Drivers with relatives who ride motorcycles have been reported to have fewer collisions with motorcyclists and have better observation skills in regard to motorcycles.
Qualitative research conducted by the Department for Transport also revealed that motorcyclists can seem quite alien to drivers, as their identities are often hidden behind safety helmets.
Developed in co-operation with key motorcycling stakeholders including the Motorcycle Industry Association, the British Motorcyclists’ Federation and the Motorcycle Action Group, the campaign is supported by television, cinema and radio advertisements.
For more information contact:
Lauren Psyk
T: 020 7944 4640