|LARSOA - ROAD SAFETY NEWS - 28 MARCH 2005|
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Champion rider spells out message to sports bikers
John Reynolds, current British Superbikes champion, joined the Shiny Side Up Partnership last week to erect hard-hitting signs at motorcycle crash hotspots across the East Midlands. The message to riders is clear - It's a road not a race track.
John has been campaign spokesman for the Shiny Side Up Partnership since 2001, when 26 riders died in Nottinghamshire - and sports and leisure riders were similarly over-represented in fatal and serious injury crashes across the region.
John draws on his riding expertise to lead from the front in this effort to reduce casualties. From the outset he has succeeded in grabbing the attention of this group of riders, bringing his credibility as a champion racer to bear on influencing their attitude and behaviour.
The 'To die for' signs aim to make sports and leisure riders think about the lethal consequences of getting it wrong when they ride to the limit. The message to riders is blunt - is the thrill of going for a blast on their beloved bike enough 'To Die for?'
Complementary 'Think Bike' signs will also remind drivers to be more aware of the presence of riders, who do not enjoy the protection of crumple zones and multiple airbags.
Easter is historically the beginning of the season for sport and leisure riding. In recent years more favourable weather conditions have extended the season - as a result, sadly, three riders have died on roads in the East Midlands already this year.
This is the third year that the signs have been used and they will remain in place throughout the summer. Shiny Side Up Partnership surveys indicate they are well recognised by riders and it would appear that they are beginning to hit home - fatal casualties have reduced by up to 50 per cent in parts of the Partnership area.
For further details contact Sheila Ormerod, Shiny Side Up Partnership, 01623 631 641.