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

  • Highways Agency launches Bag and Bin it litter campaign
    April 7, 2014
    The Bag and Bin it campaign recently launched by the UK’s Highway’s Agency runs until the end of April and aims to tackle the more than 7,500 tonnes of litter thrown on to the nation’s highways each year. The litter blighting England's motorways costs at least US£9 million a year to collect and could fill an Olympic-sized swimming pool four times over, according to the latest figures from the Highways Agency.
    Read More
  • New data shows average speed enforcement halves A9’s casualty rates
    January 26, 2016
    New data published by transport Scotland indicates that accident and casualty rates on the A9 have fallen dramatically in the first year of operation of the new average speed cameras. From the beginning of November 2014 to October 2015, two fewer people have been killed and 16 fewer people have been seriously injured between Dunblane and Inverness, while the number of ‘fatal and serious accidents’ between the two towns is down by almost 59 per cent, with ‘fatal and serious casualties’ down by approximat
    Read More
  • Latest A9 speed camera report ‘shows improvement in driver behaviour’
    July 28, 2015
    The latest performance data for A9 speed camera system has been published by Transport Scotland on behalf of the A9 Safety Group, covering the period May 2015 to July 2015 (incidents are quarter two April to June) as an overall assessment of the performance of the route. The report incorporates the first information in relation to collision and casualty figures covering the period from October 2014 to March 2015, which are reported against the average of the equivalent months in the preceding three year
    Read More
  • Report supports calls for EU target to reduce serious road injuries
    November 24, 2016
    Newly-published research carried out for the European Commission recommends that the EU should set a target to reduce the number of people seriously injured in road collisions. The report, Study on Serious Road Traffic Injuries in the EU, claims that 135,000 people were seriously injured on European roads in 2014, according to figures published by the European Commission for the first time in April. While the number of deaths on European roads has fallen dramatically over the last decade, serious injuri
    Read More

Highlighted Content