Drivers are being urged to take longer to look for motorcyclists in the latest THINK! motorcycle safety campaign, launched by road safety minister Stephen Hammond.
The £1.3m campaign, timed to coincide with the anticipated spring increase in motorcyclists' return to the roads, encourages drivers to take longer to look for motorcyclists and think about the biker, not just the bike.
Hammond said: "Motorcyclists account for just 1% of traffic but 19% of deaths on Britain's roads and 30 bikers are killed or injured in accidents at junctions every day. I am determined to reduce this terrible toll.
"That is why we are funding this THINK! campaign to remind drivers to look out for motorcyclists - particularly at junctions - and to see the person behind the helmet not just a motorbike."
The campaign was informed by accident statistics, which show that motorists pulling out in front of motorcyclists is a major cause of deaths and injuries; and wider research showing that drivers are more likely to notice motorcyclists on the roads if they know a biker themselves.