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DfT campaign urges company car drivers to be more aware of motorcyclists

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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."


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  • Steve Clarke - 12/08/2014 14:34

    You can find out more about the DFT, Think campaign at their Facebook Page https://www.facebook.com/THINKBIKER

  • Andrew - 12/08/2014 15:59

    While I agree that we need to be aware of motorcyclists, the main issue is the motorcyclists themselves, the way they put themselves at risk with the way they try and weave there way through traffic etc, basically driving without due care. More education is needed for the motorcyclists themselves!!!

  • Darren - 14/08/2014 11:13

    As a recent convert to motorcycle riding, I agree with this totally (don't get me wrong, there are motorcyclists out there whom need to do more to protect themselves). The other day I was riding in the right hand lane coming towards a junction I wanted to turn right at, and the lorry to my left decided he wanted to turn right also. So without looking or indicating, he moved into my lane and nearly crushed me under his wheels (it was one of those 4 axle earth moving lorries and it was full!). Even me beeping my horn wasn't enough to make him look, I'm just lucky I had good brakes and nothing was coming the other way.

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