The government has launched a new radio campaign, encouraging drivers to take longer to look for motorcyclists, as new figures reveal that 30 bikers are killed or injured every day at junctions.

The ‘Didn’t See’ campaign aims to reduce the number of motorcycle accidents on UK roads, and will air on national radio for one month.

Statistics from THINK! reveal that:

  • Motorcyclists are 38 times more likely to be killed in a road traffic accident, per mile driven, than car drivers;
  • 331 motorcyclists died and 4,866 suffered serious injuries in road traffic accidents on UK roads in 2013;
  • Motorcyclists represent just 1% of road traffic, yet 19% of all road traffic accident fatalities.

Research by THINK! shows that whilst most drivers believe the majority of motorcyclist accidents are caused because motorcyclists were speeding, the majority are actually caused by drivers failing to look properly at junctions.

THINK! will be launching another campaign later this summer, aimed at persuading motorcyclists to take further training to ride defensively to improve their safety on the roads.

Tom Jones, head of policy at Thompsons Solicitors, said: “From our work with victims of motorcycle accidents, we know just how vulnerable they are on the roads.

“Any campaign to raise awareness among road users is welcome, however presenting this as some major innovation is false. This should be bread and butter promotion not a one month commitment. There needs to be a big culture change to challenge the myths that inform people’s opinions on the main causes of motorcycle accidents.

“The THINK! campaign which encourages motorcyclists to learn how to drive defensively, is not really the answer either. We maintain that, as part of driving tests, all motorist should have to see what it is like to drive on two wheels, rather than four; bicycle and motorbike. As the research reveals, the majority of accidents are caused by a lack of concentration by motorists, and not from poor driving by motorcyclists.

"Why should they have to undergo additional training to drive defensively then? Surely it is car motorists who are in need of educating?

“We desperately need to see concrete action from the government to improve road safety. Money needs to be invested in improving UK roads, and educating all road users as to the dangers of driving, rather than investing money in short term awareness campaigns which will have a short term effect.

"There is still a long way to go to make our roads genuinely safer for all users.”

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