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

  • Google has been testing driverless cars on open roads
    March 2, 2012
    Internet search giant Google has revealed that, in an effort to help prevent traffic accidents, free up people’s time and reduce carbon emissions by fundamentally changing car use, it has developed technology for cars that can drive themselves.
    Read More
  • Stronger economy ‘likely to be a factor’ in increase in US motor vehicle deaths
    February 19, 2016
    Preliminary estimates from the US National Safety Council indicate motor vehicle deaths were eight per cent higher in 2015 than they were in 2014, the largest year-over-year percentage increase in 50 years. The National Safety Council estimates 38,300 people were killed on US roads and 4.4 million were seriously injured, meaning 2015 likely was the deadliest driving year since 2008. Over the last year at the state level, the National Safety Council estimates Oregon, Georgia. Florida and South Carolina al
    Read More
  • China aims to boost road safety with drink driving crackdown
    April 25, 2012
    The authorities in China claim that tough new laws against drink driving are already having a major benefit for road safety, according to the official news agency Xinhua. The latest official statistics reveal a sharp drop in road accidents caused by drink driving over a recent long holiday weekend. The newly amended law imposes harsher punishments on drunk drivers, with police also taking a tough line on enforcement.
    Read More
  • APA supports automated work zone speed enforcement
    July 17, 2015
    A trade association representing the highway construction industry strongly supports automated enforcement of speed limits in work zones and Maryland's experience with a similarly designed program has had very good results, the association head has told a joint Pennsylvania House and Senate committee. According to PennDOT, 24 people were killed in work-zone crashes in 2014, eight more than in 2013. Additionally, there were 1,841 crashes in work zones last year, a slight decrease from the 1,851 crashes
    Read More

Highlighted Content