The ‘Didn’t See’ radio campaign has been launched by THINK! to encourage drivers to take longer to look for motorcyclists.

A THINK! radio campaign has been launched to encourage drivers to take longer to look for motorcyclists after figures revealed that 30 bikers are killed or injured every day at junctions, Road Safety Minister Robert Goodwill has announced.

Launching today, July 21 2014) the ‘Didn’t See’ campaign will run for four weeks on national radio with the aim of reducing the number of motorcyclist and driver collisions on our roads.

Research for THINK! has shown that drivers believe the majority of motorcycle accidents happen because of bikers breaking the speed limit – but statistics actually show around half of motorcyclist accidents, where the rider is killed or seriously hurt, occur at junctions, with drivers failing to look properly being the most common cause.

Robert Goodwill said: Every day more than 30 motorcycle riders die or are injured in accidents at road junctions. Often, though not always, this is because a driver has pulled out in front of a rider.

More than two people lose their lives every week in this way and this is something we are determined to change – if all drivers and riders took a bit more care at junctions we could bring this figure down significantly.

Motorcyclists make up just one per cent of traffic on the roads but 19 per cent of all fatalities. They are 55 times more likely than car drivers to be killed or seriously hurt in an accident.

Motorcyclist Priscila Currie is supporting the campaign after an accident in central London changed her life.

She said: My accident happened because a car pulled out in front of me. I wasn’t riding fast, only at 30mph, but the accident had a profound impact on my life – physically and mentally.

I was hospitalised for 12 days with severe fractures and underwent 18 months of physiotherapy. It took more than three years for me to find the confidence to get back on a bike and I now live with pain every day, which has affected my mobility.

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, especially at junctions, to look out for motorcyclists.

THINK! will also be launching a new campaign this summer encouraging motorcyclists to undertake further training and to ride defensively to help improve their safety on the roads.

West Suffolk College automotive students inspired to get involved in motorsport.  Students from West Suffolk College are being inspired to get involved in car racing, as the job market for UK Motorsport is looking healthier than ever.Last week, 60 Motor Vehicle students got the c... 

Building Cars Live on BBC 2: Amazon Prime presenter James May set for MINI car building challenge.  Every 20 seconds a brand new car rolls off a production line somewhere in Britain and approximately every fourth car built in the UK is a built-to-order MINI.On the evenings of Tuesday 20 and Wednes... 

FIA World Rallycross Championship: World RX prepares for final European round in Italy.  Tensions will be running high at the penultimate round of the FIA World Rallycross Championship presented by Monster Energy which takes place at the Franciacorta International Circuit this weekend a... 

Hit and run driver sentenced after telematics data proves guilt in court.  Evidence provided by a telematics device has resulted in a suspended prison sentence for a motorist who ploughed into a pedestrian walking home from a Christmas celebration on 12 December last year,... 

Like many popular websites, Motortrades Insight uses some third party widgets that may set and may have already set cookies, for example the Twitter feed on our homepage. For more information see our cookie policy. By clicking close and continue you agree to our use of cookies.