THINK! Motorcycling

Publications

Strategy

The THINK! motorcycling strategy is supported by national communications campaigns aimed at both drivers and motorcyclists. The long term aim is to create empathy between car drivers and motorcyclists, while at the same time raising awareness about the steps that can be taken by both parties to avoid crashes. Car drivers are encouraged to notice motorcyclists on the road by thinking more about the person riding the motorcycle.

Motorcyclists are encouraged to take steps to manage and reduce their own personal risk through wearing appropriate safety gear and taking up further training. The latest THINK! campaign ‘Named Riders’ ran for the first time in March 2010 and aims to raise awareness of motorcyclists by humanising them in the eyes of drivers.

Motorcyclists have the highest fatality rate per billion miles of any road user group. Despite accounting for less than 1% of total road traffic, motorcyclists account for 22% of all road user deaths [1].

In 2010 around three-quarters (74%) of motorcyclists killed and seriously injured (KSI) occurred in collisions involving another vehicle (usually a car). Two thirds (66%) of these casualties occurred at junctions, often with the other road user failing to look properly [2].

Previous THINK! motorcycle campaigns have provided clear instruction for drivers in certain situations. ‘Mirror’ in 2001 warned drivers to always look out for motorcyclists in their blind spots. ‘How Close’ in 2004 encouraged drivers to ‘Look, look and look again’ at T-Junctions.

The ‘Named Riders’ campaign aims to take this idea one step further, by exploring the notion that awareness of motorcyclists can be increased by making drivers think more about the person riding the motorcycle.

Research shows that empathy with motorcyclists is important. Drivers with relatives who ride motorcycles have been reported to have fewer collisions with motorcyclists and have better observation skills in regard to motorcycles.

Qualitative research conducted by the Department for Transport also revealed that motorcyclists can seem quite alien to drivers, as their identities are often hidden behind safety helmets. The campaign’s message is that motorcyclists are a wide range of people, with names, personalities and families just like car drivers.

A segmentation study has helped define audience groups amongst motorcyclists, with our rider focused activity tailored to those groups most at risk.

Key messages

THINK! BIKE THINK! BIKER
Next time you’re out driving look out for me

Recent campaign activity

The campaign ran for the first time in March 2010. TV and cinema were used to establish the campaign and create national awareness. Online was targeted at journey planning sites with a facebook page developed to bring together motorcyclists. The outdoor and radio reinforced the message of the TV and reminded drivers to look out for motorcyclists while on the road.

A radio-led campaign ran in summer 2011. New radio adverts, upweighted at drive-time, communicated the ‘Named Rider’ message using new characters. Adverts on petrol station forecourt screens were used successfully for the first time and the TV advert was used for on-demand internet TV. Radio sponsorship and digital display and search advertising was also used.

A TV-led ‘Named Rider’ campaign will run 2nd-31st March 2012. 30” TV adverts will be supported by drive-time radio and petrol station adverts, to communicate key messages to drivers while on the road.

Public information film ‘Perfect Day’ highlights the importance of expecting the unexpected. Aimed at a leisure motorcycling audience, it was produced in 2004 and has been one of THINK!’s most popular public information films. A motorcyclist out on a country ride is warned of impending hazards, as everyday road signs turn into words of warning.

Visit the THINK! Motorcycling page to view adverts and access the facebook page.

Working in partnership

A partnership marketing campaign communicates road safety messages to motorcyclists though partners, including insurance companies, training providers and retailers. Road safety messages are communicated in situations that are relevant to biking, such as when motorcyclists buy insurance policies and receive their Compulsory Basic Training test certificates. The campaign aims to reduce deaths and injuries amongst motorcyclists by educating them about the steps they can take to manage their own personal risk. Communication materials provided to partners offers advice about protective clothing and gear and includes information about improving skills with the Enhanced Rider Scheme. Since 2010 over 700,000 leaflets, postcards and have been distributed.

Visit the THINK! motorcycling page for information on promotional partners
Visit the THINK! eshop to order ‘What do you rely on when you ride?’ partnership leaflet