The Department for Transport (DfT) has launched a new THINK! motorcycle campaign that will feature TV adverts targeted at motorcyclists in the East Midlands.

In 2008, 528 motorcyclists were killed or seriously injured on the roads in the East Midlands. The new TV adverts will depict bikers with flashing neon signs attached to their bikes.

The signs will show the rider's name and describe the biker using phrases such as 'shy retiring type' or 'new dad'. The voiceover at the end of each advertisement asks drivers to look out for motorcyclists next time they are out driving.

The campaign was launched by Road Safety Minister Paul Clark last Friday (26/02/10) – and the style of the ‘Named Riders’ THINK! campaign represents a radical departure from previous campaigns, after research showed that motorists are more aware of motorcyclists if a biker is known to them personally.

Mr Clark said:

‘We are working hard to tackle the unacceptable number of collisions where motorcyclists are killed on Britain's roads and our THINK! campaigns are a vital part of this.

‘Previous adverts have warned drivers to look out for bikes in specific situations such as at T-junctions or in their blind spots and showed the deadly consequences of failing to do so.  This exciting new campaign goes a step further by asking drivers to reconsider the way they look at bikers.

‘I hope this bold new approach will help to reduce the number of motorcyclists killed or hurt in crashes with cars in the East Midlands,’ Mr Clark added.

East Midlands spokesperson for Roads Safety GB, James Gibson, said:

‘Riders are much more vulnerable than car drivers and all motorists should pay them extra attention.

‘This new THINK! campaign will hopefully carry a memorable message and result in safer journeys for East Midlands motorcyclists.’

The DfT is also launching a campaign called ‘Be Alive to the Road’ which will encourage new motorcyclists to wear protective clothing and take up further training. The campaign will begin on 22 March.

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