Research shows that drivers are more likely to notice motorcyclists on the roads if they personally know a biker. The THINK! ‘Named Riders’ motorcycle campaign is running during March 2012 and, to support this important initiative, Wokingham Borough Council is distributing posters and leaflets to all pubs, sports, social and golf clubs in the Borough to raise awareness of the issue.
There is also a display in the civic offices at Shute End, Wokingham for the public to pick up leaflets and information about subjects such as choosing the safest helmet and how to look after motorcycle tyres.
The campaign encourages all drivers to see the person behind the helmet in a bid to tackle the over-representation of motorcyclists in casualty figures:
Motorcyclists are 50 times more likely to be killed or seriously injured (KSI) in serious or fatal crashes than car driver
Despite accounting for less than 1% of total road users, motorcyclists account for 22% of all road user deaths
In 2010, nearly three-quarters (74%) of motorcyclists killed and seriously injured were in collisions involving another vehicle (usually a car)
In 2010, two-thirds (66%) of these collisions occurred at junctions, often with the other road user failing to look properly.
Julie Pillai, road safety officer, said: "Drivers often see motorcyclists as quite alien. This campaign aims to make drivers aware of the real people behind the helmet and asks that they watch out for them on the road. It’s interesting that drivers with relatives who ride motorcycles have been reported to have fewer collisions with motorcyclists and have better observation skills in regards to motorcycles."