THINK! launches 'Named Riders' campaign

Motorcyclists will see their names up in lights as part of a new £3.5m THINK! campaign which launches on 1 March.

The new TV adverts will show bikers with flashing neon signs attached to their bikes. The signs show the rider's name and describe personality traits such as 'shy retiring type' or 'new dad'. The voiceover asks drivers to look out for motorcyclists next time they're out driving

The ‘Named Riders’ campaign marks a radical departure for THINK! after research showed drivers are more likely to notice motorcyclists on the roads if they personally know a biker.

The adverts put motorcyclists at the centre of the new campaign to encourage all drivers to see the person behind the helmet, and so tackle the over-representation of motorcyclists in road casualty figures – bikers account for 1% of traffic but 19% of deaths on Britain’s roads (source: Road Casualties Great Britain).

In 2008 648 motorcyclists were killed or seriously injured on the roads in the East of England with 115 in Norfolk, 94 in Suffolk and 168 in Essex.

Casualties by mode of transport in 2009
Two wheeled Motor Vehicles (includes Killed, Seriously Injured and Slight)

For more information go to www.roadsafetygb.org.uk