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

  • BlackBerry’s Jeff Davis: ‘Hands off 5.9GHz!’
    September 25, 2019
    As a US Marine, BlackBerry’s Jeff Davis saw the world’s trouble spots. But much of his attention is now focused on what he sees as the ITS sector’s biggest issue: cybersecurity. Adam Hill finds out more Oh, I often feel I’m the dumbest guy in the room,” laughs Jeff Davis, senior director, connected transportation, at BlackBerry. It’s hard to credit this. Davis has a range of experience that sets him apart from most people in the ITS sector. He was in the US Marine Corps, with seven tours of duty, inclu
    Read More
  • Øresund bridges the front line for border crossing traffic
    September 15, 2016
    Timothy Compston considers the challenges faced by the operators of the Øresund Bridge between Denmark and Sweden, the largest structure of its kind across Europe. In light of the concerns about the ongoing security threat and the unprecedented flow of migrants, many of the countries that make up the Schengen Area in Europe have re-introduced border controls. For its part, Sweden has rolled out ID checks for train, bus and ferry passengers from Denmark placing the landmark Øresund Bridge very much on the fr
    Read More
  • Acusensus highlights magnitude of seatbelt problem
    March 8, 2023
    If you don’t wear a seatbelt, you’re disproportionately likely to be killed in road collisions. Geoff Collins of Acusensus talks to Adam Hill about how AI will allow police to monitor and prevent this risky behaviour
    Read More
  • A global standard for enforcement systems – is it necessary?
    May 30, 2013
    Jason Barnes speaks to leading figures from the automated enforcement sector about whether a truly international standard for automated enforcement systems is necessary or can ever be achieved. Recent reports of further press controversy in the US over automated enforcement (see ‘Focusing on accuracy?’, ITS International raise again the issue of standards and what constitutes ‘good enough’ in terms of system accuracy and overall solution effectiveness. Comparatively, automated enforcement has always expe
    Read More

Highlighted Content