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TfL campaign warns 'danger lurks close to home'

A new Transport for London (TfL) campaign urging motorcyclists and other road users to take as much care on routine journeys as they do on unfamiliar ones, launched in cinemas across London last week.

Losing Control will air on television and in cinemas during the next six weeks to alert people to the fact that most collisions happen within three miles of home.

The ad takes viewers through the start of a motorcyclist's day. From the alarm that always wakes him, to the cereal he never finishes, the ad shows the biker going through the routines that make up the start of his day and his ride to work. Riding past the familiar sights of the car that never moves and the kids on the school run, the voiceover goes on to describe 'the door you see too late, the lamppost you slam in to, the legs you'll never use again - the day you went to work'.

Visitors to the British International Motor Show, which opened to the public on 19 July, will have the opportunity to see the new advert on the 'looked but didn't see' stand. The stand also features a reconstruction of a crash scene between a car and a motorbike, showing one of the most common causes of motorcycle collisions in the capital - where a driver fails to see a motorcyclist and has turns right across their path.

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