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

  • ITS World Congress debates perceptions of enforcement
    December 4, 2012
    The technical programme of this year’s ITS World Congress in Vienna includes a special session on the image of enforcement. ITS International examines the scale of the problem and what can be done about it. Debate on the merits and difficulties of enforcing speed limits appears centred on a conflict of principles. Put very simply, local communities, people living close to busy or hazardous roads, want to see traffic speeds calmed. Drivers on those roads, on the whole, want their principle of freedom to be m
    Read More
  • Mexico improves road safety with speed enforcement programme
    June 7, 2012
    A programme of road safety education and enforcement in the State of Jalisco in Mexico has reduced speed related fatalities by 40% in nine months Speed enforcement equipment will appear in greater number and visibility around the city of Guadalajara over coming months, as the Mexican State of Jalisco expands its road safety campaign. This comes hot on the heels of an initial programme of traffic speed education and enforcement in Guadalajara, which has yielded remarkable results, reducing speed related fata
    Read More
  • Transport in the round
    October 13, 2015
    The ITF’s Mary Crass tells Colin Sowman why future transport demands will require governments to overcome the silo effect of individual single-modal authorities. The only global multimodal transport policy organisation,” is how Mary Crass describes the International Transport Forum (ITF), which is housed at the Organisation for Economic Cooperation and Development (OECD). As head of policy and summit preparation at the ITF she says: “All other organisations are either regional or have a modal focus, we cove
    Read More
  • Increase in Scotland’s road deaths ‘deeply troubling’, says Brake
    June 15, 2017
    Transport Scotland has released provisional headline figures for road casualties reported to the police in Scotland in 2016, showing 191 people were killed in reported accidents in 2016 - 23 more than in 2015.
    Read More

Highlighted Content