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

  • ANPR integrity is as important as capability
    February 1, 2012
    Increasing the capability of automatic number plate recognition should go hand-in-hand with efforts to ensure number plates' integrity, says the ESVA's Viv Nicholas. Before we apply increasingly sophisticated technology to Automatic Number Plate Recognition (ANPR), says the European Secure Vehicle Alliance's (ESVA's) executive director Viv Nicholas, there is a lot we can do to make the task of vehicle recognition simpler by addressing issues relating to the number plate itself.
    Read More
  • Alcohol interlocks aid drink drive adherence
    October 28, 2016
    The use of alcohol interlocks to prevent drink driving and change driver behaviour is gaining ground around the world but needs greater buy-in from authorities as Colin Sowman discovers. The often repeated mantra says that prevention is better than cure - and none more so than in the case of drink-driving. The introduction of the breathalyser provided an objective indication of alcohol consumption instead of having drivers touch their nose or walk in a straight line. Initially breathalysers were used as a r
    Read More
  • Transport is evolving – and road safety must keep pace, says Parifex
    May 25, 2023
    France-headquartered Parifex works at the cutting edge of Lidar-based speed control systems. CEO Paul-Henri Renard discusses safety advances made in recent decades - and the causes of accidents that remain…
    Read More
  • SFMTA launches three-year motorcycle education campaign pilot
    November 25, 2016
    The San Francisco Municipal Transportation Agency (SFMTA), which manages all surface transportation in the city, including the Municipal Railway (Muni), has launched a first of its kind Vision Zero education campaign targeting people who ride motorcycles. The campaign is funded by a US$188,267 grant from the California Office of Traffic Safety (OTS), through the National Highway Traffic Safety Administration.
    Read More

Highlighted Content