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

  • Volvo Cars plans to test 100 autonomous cars in China
    April 8, 2016
    Volvo Cars has announced plans to launch China’s most advanced autonomous driving experiment in which local drivers will test autonomous driving cars on public roads in everyday driving conditions. Volvo expects the experiment to involve up to 100 cars and will in coming months begin negotiations with interested cities in China to see which is able to provide the necessary permissions, regulations and infrastructure to allow the experiment to go ahead. Volvo believes the introduction of autonomous d
    Read More
  • Auckland Transport launches distracted driver campaign
    April 15, 2015
    Auckland Transport, New Zealand, has launched a new campaign highlighting the high numbers driving while using their phones. In Auckland between 2009 and 2013, there were 5 fatalities as a result of drivers being distracted. The “Oi! Mind on the road, not the phone” campaign targets 16 to 39 year olds and includes a cinema ad plus radio and digital advertising. Research by Auckland Transport shows 30 per cent of those who make calls have their phone up to their ear and 70 per cent of those who make ca
    Read More
  • City Safety reduces low speed accidents on Volvo’s XC60 and S60
    May 29, 2013
    It was four years ago that Volvo introduced its City Safety collision avoidance system which is designed to reduce the number and severity of low-speed accidents to the US market. However, a study in America by the Highway Loss Data Institute (HLDI) has shown that the results may not be as good as initially indicated by an earlier report. According to Volvo, statistics show that 75% of reported collisions occur at speeds of up to 30km/h (18.6mph) typically in urban traffic and in slow-moving traffic queues
    Read More
  • Increasing road safety with automated driver assistance systems
    January 26, 2012
    Jon Masters looks at how drivers will be trained to use the increasing number of advanced driver assistance systems being incorporated into modern cars
    Read More

Highlighted Content