Drivers told to think about bikers

Drivers are being encouraged to see motorcyclists as individuals in a new government ad aimed at making them more likely to notice us. 

The TV ad will show riders with neon signs on their backs showing their name along with messages such as “shy retiring type” or “new dad”.

It’s based on research which suggested drivers are more likely to notice us if they know a motorcyclists personally.

A voiceover at the end asks them to look out for us next time they’re on the road.

The first TV ad will be aired on Monday during ITV’s Coronation Street in London and Emmerdale elsewhere. There will also be radio, cinema and online ads.

Transport minister Paul Clark said: “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.”

A spokesman for Transport for London, which helped devise the campaign, said: “The aim is to get drivers to think about the person on the back of a bike as a real person rather than a ‘biker’ in a bid to cut down on the number of injuries on the road every year.”

A webpage dedicated to the campaign will for live from Monday at www.dft.gov.uk/think/motorcycles