Free resource
THINK! Motorcycle Safety Campaign
The Department for Transport's THINK! motorcycle safety campaign is a national campaign with the overall aim of reversing the trend in casualty statistics, to not jeopardise the Government's 2010 casualty reduction targets.
The objectives of the campaign are to:
• Raise awareness of motorcyclists' vulnerability amongst motorcyclists and car drivers;
• Encourage motorcyclists to improve their riding skills by being assessed and/or taking up further training.
In developing our approach, fundamental decisions were based on analysis of casualty statistics, consumer research and stakeholder dialogue. There were two key problems that we needed to address:
• KSIs in urban areas - motorcyclists driving in town as commuters to and from work.
• Increased deaths/accidents among leisure riders, particularly on single lane roads, often country roads.
These problems could not be addressed by one communication solution. We therefore decided to target drivers and riders separately, with specific safety messages.
Car drivers in urban areas are encouraged to "Take longer to look for bikes" through TV and radio ads, and urban bikers are reminded to make sure they are seen through 6-sheet poster ads. For more information on this strand of the campaign please click here.
In recent years we have worked in partnership with BikeSafe police motorcyclists at the British Superbike (BSB) races where we promote various aspects of motorcycle safety, including skills assessment and further training. We are currently developing a strategy to engage with leisure riders including plans for the new BSB season, and these will be on the THINK! website by the end of March 2006.
Free publicity materials including posters, leaflets and the popular Perfect Day TV filler are available in the RSO section of the THINK! website.
For further information on the campaign please contact Britta Stones 0207 9944976, britta.stones@dft.gsi.gov.uk.
