THINK! launches radio motor cycle safety campaign

A THINK! radio campaign has been launched to encourage drivers to take longer to look for motorcyclists after figures revealed that 30 bikers are killed or injured every day at junctions, Road Safety minister Robert Goodwill has announced. The ‘Didn’t See’ campaign will run for four weeks on national radio with the aim of reducing the number of motorcyclist and driver collisions on our roads. Research for THINK! has shown that drivers believe the majority of motorcycle accidents happen because of bike
July 22, 2014 Read time: 2 mins
A THINK! radio campaign has been launched to encourage drivers to take longer to look for motorcyclists after figures revealed that 30 bikers are killed or injured every day at junctions, Road Safety minister Robert Goodwill has announced.


The ‘Didn’t See’ campaign will run for four weeks on national radio with the aim of reducing the number of motorcyclist and driver collisions on our roads.

Research for THINK! has shown that drivers believe the majority of motorcycle accidents happen because of bikers breaking the speed limit, but statistics actually show around half of motorcyclist accidents, where the rider is killed or seriously hurt, occur at junctions, with drivers failing to look properly being the most common cause.

Robert Goodwill said: “Every day more than 30 motorcycle riders die or are injured in accidents at road junctions. Often, though not always, this is because a driver has pulled out in front of a rider. More than two people lose their lives every week in this way and this is something we are determined to change – if all drivers and riders took a bit more care at junctions we could bring this figure down significantly.

“Motorcyclists make up just 1 per cent of traffic on the roads but 19 per cent of all fatalities. They are 55 times more likely than car drivers to be killed or seriously hurt in an accident.”

THINK! will also be launching a new campaign this summer encouraging motorcyclists to undertake further training and to ride defensively to help improve their safety on the roads.

Urban Traffic Control

Related Content

  • October 9, 2014
    Rural roads: deadlier than you THINK!
    The UK government’s THINK! road safety website is launching a new campaign to warn drivers of the dangers of country roads. It says 60 per cent of people killed on Britain’s roads die on rural roads and new research shows many more drivers are needlessly putting themselves at risk of an accident. Three people die each day on average on rural roads; the number of people killed on country roads is nearly 11 times higher than on motorways. A shocking 25 per cent of drivers report having had a near miss o
    Read More
  • October 22, 2013
    London launches four new road safety campaigns
    Pedestrians, drivers and motorcyclists are being targeted in four new campaigns to improve road safety in London. Appearing from this week, the campaigns will run for the next six weeks and use various tactics to raise safety awareness among different road users. Earlier this year the Mayor and Transport for London (TfL) launched a new road safety plan which set out a clear path towards helping to reduce accidents on London's roads. These new campaigns will build on the progress already made and aim to c
    Read More
  • June 2, 2016
    TISPOL conference sheds new light on VRUs
    Geoff Hadwick reports on TISPOL’s efforts to protect vulnerable road users. At its annual conference in Manchester, TISPOL, the pan-European roads police organisation, called for the better protection of vulnerable road users. The statistics show a worrying trend as, since the turn of the century began, it is only the passenger car sector that is reducing its share of the overall EU fatality stats. Cyclists, motorcyclists and the elderly are all continuing to see their share of the figures worsen.
    Read More
  • October 17, 2016
    Two seconds – the difference between life and death
    Professor Donald Fisher has spent 15 years identifying factors that increase the crash risk of novice and older drivers. His findings highlight the difference between living and dying, Colin Sowman reports.
    Read More

Highlighted Content