the Government has launched a £1.3m safety campaign urging drivers to think of the biker beneath the helmet.
Part of the continuing THINK! initiative, the campaign coincides with the expected increase in motorcycling as daylight hours lengthen.
Launching the campaign, Road Safety Minister Stephen Hammond said: “Motorcyclists account for just 1 per cent of traffic but 19 per cent of deaths on Britain’s roads.
“We are funding this campaign to remind drivers to look out for motorcyclists and to see the person behind the helmet, not just a motorbike.”
Research shows that drivers are more likely to notice motorcyclists on the roads if they know a biker.