THINK! - Motorcycle Safety Campaign: Urban Commuters

Issued 11th January 2006

The new THINK! Motorcycle safety campaign encouraging drivers in an urban environment to "THINK! Take longer to look for bikes", through TV and radio ad launches on 30 January 2006. At the same time, riders will be reminded how to make sure that they are seen via an outdoor poster campaign.

The first element of the new activity is a 30 second TV advert encouraging urban car drivers to look longer for bikes.

"How Close" shows a typical accident at a T-junction. The car driver, coming from a side road, casts a quick glance to the right before pulling out and turning right onto the main road.

Suddenly, a motorbike travelling along the main road crashes into the side of the car, leaving the motorist confused and shocked. 'How close does a biker have to be before you see them?' asks a calm voice.

The scenario is replayed, this time with the car driver looking for longer - first right, left and then right again - while the bike passes harmlessly in front of the car. The end line reads: "THINK! take longer to look for bikes".

The radio advert backs up the TV message and acts as an in-car reminder. There is a strong link between the two elements of the campaign.

"Don't take it in" focuses on common scenarios when people look but don't see. The advert reveals that every year an estimated 1500 motorcyclists are killed or seriously injured because drivers look but don't see.

The third element is a six-sheet poster campaign using sites adjacent to petrol stations. The posters remind urban bikers to make sure they are seen.

This new campaign compliments a third year of THINK! sponsorship of the British Superbike Championship, which commences in March 2006 and targets leisure riders

The DfT report, In Depth Study of Motorcycle Accidents (Adobe Acrobat), concluded that the most common cause of motorcycle crashes is a 'right of way violation'. The majority of these incidents occur at T-junctions and it is usually the motorist - rather than the biker - who is at fault.

In around 65% of these 'right of way' incidents, a driver somehow fails to see a motorcyclist who should be in clear view - a biker who is often is spotted by witnesses and other road users who are present at the time.

This figure of 65% does not include incidents where drivers fail to take a restricted view into account, or fail to judge the speed and/or distance of an approaching biker.

The THINK! team worked closely with key motorcycling stakeholders - including the Motorcycle Industry Association, the British Motorcyclists' Federation and the Motorcycle Action Group - to develop the new campaign.

Feedback from these stakeholders suggests that encouraging riders and drivers to 'look out for each other' reinforces the blame culture that exists between the two groups.

To overcome this, the new THINK! campaign targets drivers and riders separately with specific safety messages - to prevent either side opting out of the message. The new ad also contains a clear call to action to try and bring about behavioural change.

Campaign dates at a glance:

30 second TV ad encouraging urban car drivers to look longer for bikes - will run from 30 January to 12 March.

30 second radio ad to act as in-car reinforcement of the TV message - will run from 13 February to 12 March.

Six-sheet posters outside petrol stations to remind urban bikers to make sure they are seen - will run from 30 January to 12 March.

Further Details Here

Notes: We dont know at present if the ads will be screened in Northern Ireland