New Think! Bike ad launched

Added on Saturday, March 6th, 2010 by Carole Nash Editor | No Comments

The Department for Transport has launched its new ‘Think! Bike’ campaign, with a new television advert to encourage road users to look out for motorcycles whilst out on Britain’s roads.

The new advert, which features a series of bikers riding with distinctive lighting effects on their bikes, aims to encourage car drivers to “notice motorcyclists on the road by thinking more about the person riding the motorcycle”.

According to DFT statistics, bikers are 16 times more likely to be injured in serious or fatal crashes than car drivers whilst, with 493 bikers killed and 5,556 seriously injured in 2008. Around a quarter of motorcycle users killed or seriously injured are involved in a collision with a car with just over half (51%) occurred in collisions at junctions, with the remainder of KSIs occurring either in crashes with other vehicles away from junctions (24%) or in single vehicle incidents (25%).