National campaigns

THINK! Motorcycle Safety Campaign
The Department for Transport's THINK! motorcycle safety campaign is a national campaign with the overall aim of reversing the trend in casualty statistics, to not jeopardise the Government's 2010 casualty reduction targets.

The objectives of the campaign are to:
• Raise awareness of motorcyclists' vulnerability amongst motorcyclists and car drivers;
• Encourage motorcyclists to improve their riding skills by being assessed and/or taking up further training.

In developing our approach, fundamental decisions were based on analysis of casualty statistics, consumer research and stakeholder dialogue. There were two key problems that we needed to address:
• KSIs in urban areas - motorcyclists driving in town as commuters to and from work.
• Increased deaths/accidents among leisure riders, particularly on single lane roads, often country roads.   

These problems could not be addressed by one communication solution. We therefore decided to target drivers and riders separately, with specific safety messages.

Car drivers in urban areas are encouraged to "Take longer to look for bikes" through TV and radio ads, and urban bikers are reminded to make sure they are seen through 6-sheet poster ads. For more information on this strand of the campaign please click here.

In recent years we have worked in partnership with BikeSafe police motorcyclists at the British Superbike (BSB) races where we promote various aspects of motorcycle safety, including skills assessment and further training. We are currently developing a strategy to engage with leisure riders including plans for the new BSB season, and these will be on the THINK! website by the end of March 2006.

Free publicity materials including posters, leaflets and the popular Perfect Day TV filler are available in the RSO section of the THINK! website.

For further information on the campaign please contact Britta Stones 0207 9944976, britta.stones@dft.gsi.gov.uk.

The Older Motorcyclist

For a complete compendium of research projects, click here.

The BikeSafe initiative is a nation-wide plan of action to reduce the number of motorcycle accident casualties by promoting safer riding.

For details of Police forces involved with BikeSafe and further information about the initiative visit www.bikesafe.co.uk .

HIOLI aims to work with riders, rather than wag fingers at them, it is a lot of fun, but also has a serious side and has proved very popular. The site has a crash mapping facility with problem areas highlighted which enables riders to plan routes more effectively by being forewarned of potential accident hotspots. The idea is to not only reduce casualties, but also engage with riders, encouraging them to report any concerns they may have along specific routes.

Future plans include a bank of anecdotal evidence of problem areas built up from the knowledge of the local Police Traffic Officers.

For more information please visit www.handleitorloseit.com or contact Mark Robinson by email at mark.robinson@stockton.gov.uk.

Leaflet 1 is aimed at drivers with leaflet showing a part hidden bike and the catch line "If looks could kill, not looking will".

Leaflet 2 is aimed at urban drivers with a leaflet describing common accident incidents with the catch line "He's stopping but are you?"

Leaflet 3 is a credit card sized leaflet called "keep it on the Black Stuff" which was aimed at riders and gave general tips and safety advice.

For further information, please contact Paul Ruffle by email at Paul_Ruffle@birmingham.gov.uk or Ann Mann by email at amann@herfordshire.gov.uk.

The aim of the partnership is to reduce the number of motorcyclists killed or injured on East Midlands' roads.

The Shiny Side Up Partnership has produced a number of resources and promoted a range of events to engage the interest of these riders. The campaign addresses the attitude and behaviour of the sports bike rider rather than promoting training.

A number of interactive events were carried out during the 2002 / 03 racing season at Donington Park. This led to the setting up of a significant database of riders, the distribution of a dedicated newsletter and a Too Hot to Handle rider survery.

The Survey was carried out in September 2003 with 370 riders taking part.

• The findings of the survey have been sumarised in a report :
  • 42% of riders who had an accident in the last 5 years were in the 30 - 39 year age group.
• Many riders said that they believe that other drivers are a major source of concern to them when they are riding.
• Tiredness and inexperience were also given as factors that contributed to motorcycle collisions.
• Rider training is not especially seen as something that makes them a skillful rider. Many riders have not undertaken additional training.
• Almost one third of those questioned report that they do not worry about being involved in a crash.
• The 'Think Bike' and 'Looked, but Failed to See' campaigns were the most popular, perhaps because these target drivers who are seen as the cause of collisions.

For more information, please contact Sheila Ormerod (Chairperson) by email at sheila.ormerod@btopenworld.com or by telephone on 01623 631641.