Campaign sets out to tackle spiralling motorcycle casualties in Essex

As motorcycle fatalities in Essex spiralled in 2000 the county council’s road safety team and Essex Police came together to find a way of tackling this serious issue.

During the year the level of fatalities increased by in excess of 30 per cent over previous years - with 25 killed and 867 injured. "It was apparent that many of these casualties were ‘leisure’ riders aged between 25 and 45 on large sports bikes," said road safety officer Allen Owen. "Further investigation revealed that many had only owned their machine for a short while – often under three months."

The joint campaign devised by Essex County Council and Essex Police is ‘Responsible Rider’, which offers assessed rides with police instructors - through an organisation called ‘The Edge’.

"Authorities in the eastern region have had success in getting people to sign up to a campaign to reduce speed - Make the Commitment – and we decided to do something similar with this campaign," Allen continued. "We produced a leaflet challenging motorcyclists to improve the image of motorcycling in Essex and to sign up to become a Responsible Rider."

This pledge urges riders to demonstrate the highest riding skills through good judgement and awareness and to wear appropriate clothing and stay within the speed limit.

A matching display was produced for the county council’s exhibition trailer and bike manufacturer Honda loaned two white Pan Europeans, which were liveried in the campaign graphics.

"We also obtained permission to use the Thames Valley Police video featuring Troy Bayliss and had a range of merchandise items to give to those signing up to RR," Allen said. "Many local motorcycle dealers agreed to hand out the video to purchasers of new or used machines."

The display unit has been used at a number of events and locations where motorcyclists meet at evenings and weekends throughout the year. "We distributed information from RoSPA, IAM, BMF and other bodies offering training as well as copies of our own ‘Tips for Safer Motorcycling’ booklet," Allen added. "Neighbouring police forces and advanced motorcycle groups have assisted by carrying out assessed rides."

Despite the campaign, unfortunately casualty figures continued to rise in 2001 and 31 fatalities and 936 injuries were recorded in the year. The increase in motorcycle use and the generally fine weather in 2001 were thought to have contributed to this increase. However, there’s better news in 2002 with figures indicating a decline to below the 2000 fatality level.

To supplement the campaign a TV commercial has been produced showing a motorcycle being developed, alongside its specification - followed by a rider alongside his ‘specification’. The commercial has been shown at suitable times on local television during the year and has prompted a healthy response from interested motorcyclists looking for advice and information on training.

"To date around 2000 riders have signed the RR pledge and the campaign logo is increasingly visible around the county," Allen concluded.

For further information about Responsible Rider contact Allen Owen on 01245 437131, allen.OWEN@essexcc.gov.uk