New advert urges drivers to Think Biker!

Government campaign aims to tackle road deaths

A NEW advertising campaign has launched, urging drivers to Think Bike! Think Biker!

The idea for the campaign was based on survey data that suggests drivers are more likely to notice a motorcycle if they know a biker themselves.

The adverts show bikers riding along with flashing neon signs attached to their motorcycle. The signs show the biker's name and gives you an insight into their life, with words like 'shy retiring type' or 'new dad'.

Road Safety minister Mike Penning said: "As a biker myself I know how great motorcycling can be but as Road Safety Minister I know that the statistics show bikers are tragically over-represented in road casualties and I want to see this number come down."

"The campaign I am launching today aims to get drivers to think again about how they look at bikers when they’re out on the road.  I hope this will help to reduce the number of bikers killed and injured in crashes with cars."

The new ‘Named Riders’ TV campaign starts on Friday 2nd March with radio and petrol station advertising running from Saturday 10th March. It is estimated the campaign will be seen by 92% of drivers an average of eight times. The total cost of the campaign is £1.2 million.