The British Government is seriously trying to save bikers around the UK. The Department for Transport has launched a new £1.3million campaign to get drivers to look out for riders at junctions. The UK’s DFT is spending more on the initiative than almost any other road safety campaign this year apart from a push to curb drink-driving.
In 2011, 74% of motorcyclist deaths and serious injuries in the UK involved another vehicle.
Launching the campaign, Road Safety Minister Stephen Hammond said: “Thirty bikers are killed or injured in accidents at junctions every day. I am determined to reduce this terrible toll. That is why we are funding this THINK! campaign to remind drivers to look out for motorcyclists – particularly at junctions – and to see the person behind the helmet, not just a motorbike.”
Neil Greig, policy director at the Institute of Advanced Motorists, said: “There are far too many SMIDSY – ‘sorry mate, I didn’t see you’ – accidents on our roads today, so we welcome the new Think! awareness campaign for motorcyclists. ‘Failed to look’ is the top reason for serious crashes and research shows that drivers often miss smaller vehicles when they scan the road before a turn. A few extra moments spent checking for motorcyclists means everyone gets home safely.”
This story was pulled from Motorcycle News and edited for Bikeroutes. Click on the link for the whole story.