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pounds 1.2m campaign urges 'think bike'.

A pounds 1.2 million THINK! campaign urging drivers to see the person behind the motorcycle helmet has been launched.

The TV adverts will show bikers with flashing neon signs attached to their bikes. The signs show the rider's name and information about them such as 'shy retiring type' or 'new dad'.

The voiceover at the end asks drivers to look out for motorcyclists next time they are out driving.

Bikers make up 20% of serious road accident casualties in the Yorkshire region but they make up only 1% of road users.

The campaign was informed by research showing that drivers are more likely to notice motorcyclists on the roads if they know a biker themselves.

Road Safety Minister Mike Penning said: "As a biker myself I know how great motorcycling can be, but as Road Safety Minister I know that the statistics show bikers are tragically over-represented in road casualties and I want to see this number come down."
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Publication:Huddersfield Daily Examiner (Huddersfield, England)
Date:Mar 3, 2012
Words:160
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