The Department for Transport (DfT) has launched a new campaign that aims to raise motorists’ awareness of the danger their vehicles can pose to motorcyclists.
Delivered as part of the ongoing Think! road safety initiative, the new 'Didn't See' campaign will run for four weeks and aims to focus on reducing the number of motorcyclists involved in collisions at junctions - a prime spot for accidents on the UK's roads.
Road safety minister Robert Goodwill said "More than two people lose their lives every week in this way and this is something we are determined to change."
He pointed out that in many cases, accidents are caused when drivers pull out after not realising that a rider is approaching. Think!'s data revealed this was a factor in up to 50% of motorcycle accidents on the UK's roads last year.
Steve Clarke, group marketing manager of MileageCount which help its clients with tailor made driver training programmes, said: “According to the Government's figures, motorcyclists make up just 1% of all road users in the UK, but are involved in 19% of all fatal accidents, therefore all business have a duty of card to ensure that their own drivers are aware of the risks”.
It is for this reason that drivers need to have greater awareness of the risks their vehicle poses to more vulnerable road users, with bike riders 55 times more likely to be killed or seriously injured than car occupants.
The campaign is being supported by motorcyclist and previous accident victim Priscila Currie.
Currie was hospitalised for 12 days and underwent 18 months of physiotherapy and rehabilitation after colliding with a vehicle in central London. She continues to live with chronic pain and has limited mobility as a result of the accident.
She said: "People make mistakes but drivers should remember that mistakes can cost lives.
"Behind the motorcycle helmet is a person. We have families, friends, careers and a life, just like other road users, so I would urge drivers to please take longer...to look out for motorcyclists."