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Graphic TV advert encourages motorcyclists and drivers to ‘look out for one another’

To emphasise to both power two wheeler (PTW) riders and motorists the need for vigilance and care on urban roads, Transport for London Street Management (TfLSM) have taken their graphic cinema campaign to television. Over the next few weeks adverts will be screened on TV across London.

Each year 1 in 13 PTWs in London has a crash that results in the rider or passenger being injured. There are many more motorcycles and scooters on the roads, but year on year statistics show an increase in two wheeled accidents with fatalities up a shocking 111% in 2001.

The powerful advert shows a collision between a motorcycle and a car - with the ultimate tragic result for the motorcyclist seen from both their viewpoints. The advert’s director Syd Macartney has also been responsible for a number of powerful road safety adverts in Northern Ireland.

The campaign has the full backing of Mayor of London, Ken Livingstone, who said; “The number of deaths and serious injuries on London's roads is still too high. The dangers faced by powered two-wheelers and the increase in the number of collisions over the past few years shows we still have much to do.

“More people are now turning to two wheels as a way of overcoming traffic congestion. While it is important that every rider, especially new riders, take proper steps to make sure they have the skills to deal with London’s traffic, many crashes are caused by car drivers inattention or reckless driving. This campaign will be an effective tool in educating not just motorbike, moped and scooter riders but all road users that they need to be aware of the need for care.”

Whilst cars have become safer (seat belts, air bags, side impact bars) the motorbike and scooter rider and passenger are vulnerable without protection other than a helmet and - in some cases - protective clothing. All too often car drivers fail to see a motorcycle or scooter, with tragic results.

Over £1.2million has been invested in this important campaign to educate road users that they need to make the extra effort to see scooters and motorcyclists and reminds riders to ride defensively and ‘look out for the driver who hasn’t seen you’.

Peter Heather, Director of Operations said; “Each one of the deaths and serious injuries we’ve seen - especially since 1996 when incidents involving powered two wheelers in London started an upward trend - leaves behind irreparable emotional damage.

“The dreadful human costs aside, given that the cost of a fatality to London is £1.2 million, if we can save just one life that will justify the investment we are making in this campaign.”

Henry Marks, Chief Executive of MAG (the Motorcycle Action Group) also spoke in support of the campaign. ‘We share TfL’s concern about the rising number of motorcycle riders being killed and seriously injured on London’s roads. While some of this can be put down to the rise in popularity of this form of transport, that’s no grounds for complacency. We are fully behind TfL’s actions to encourage riders to ride defensively and motorists to pay more attention to the rising number of motorcycles on our busy roads. No one likes to deal with the after effects of collisions and there can be a lasting impact on both parties.’


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