The THINK!’ motorcycle safety campaign

'shy retiring type'

'shy retiring type'

London’s motoring businesses have come out in support of the new Transport for London and ‘THINK!’ motorcycle safety campaign.

The new TV adverts, which air from the 1st March, will show bikers with flashing neon signs attached to their bikes.  The signs show the rider's name and describe personality traits such as 'shy retiring type' or 'new dad'. The voiceover at the end asks drivers to look out for motorcyclists next time they're out driving.

The new £3.5m campaign - launched by Road Safety Minister Paul Clark today - marks a radical departure for THINK! after research showed drivers are more likely to notice motorcyclists on the roads if they personally know a biker.

The adverts put motorcyclists at the centre of the new campaign in a bid to encourage all drivers to see the person behind the helmet – and so tackle the huge over-representation of motorcyclists in road casualty figures. Motorcyclists account for one per cent of traffic but 19 per cent of deaths on Britain’s roads.

Paul Clark said: "We are working hard to tackle the unacceptable number of collisions where motorcyclists are killed on Britain's roads and our THINK! campaigns are a vital part of this.

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."

Ben Plowden, Director of Integrated Programme Delivery at Transport for London, said: “TfL is committed to reducing collisions on the road and this campaign will help by reaching out to drivers as people. It demonstrates that bikers can be easily overlooked on the roads and this can sometimes lead to tragic consequences. I urge Londoners to heed the message of this campaign and to ‘THINK BIKE, THINK BIKERS.”

Mark Taylor, Chief Operating Officer for Focus Transport, said: “Focus Transport is 100 per cent behind the Transport for London 'Think Bike' campaign. Part of our business is motorcycle courier work which means some of our team are motorcyclists. We know the people behind these motorcycle helmets and so do our car and van drivers, they are work mates and friends.
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When our car and van drivers are on the road they try to be a bit more aware of motorcyclists because if a collision did happen it could be a friend.

Everybody knows someone that rides a motorbike so it could be them.”

Darren Miller, Marketing Manager for Cargiant Ltd, said: “As the World's largest Car Dealership, tens of thousands of London drivers buy cars from us each year. The 'Think Bike' campaign has a powerful message, not just for our customers but all road users and Cargiant full supports any efforts to make London's roads safer for all.”

The new 'Named Riders' campaign starts on Monday 1 March and includes TV, radio, cinema and online advertising.  The first TV advert will air on 1  March during Coronation Street in London and during Emmerdale across the rest of Great Britain.

4 March 2010 Staff

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