Bob
10th January 2006, 01:28
A new THINK! road safety TV, radio and six-sheet poster campaign will be launched on January 30, 2006.
Feedback from the Motorcycle Industry Association, the British Motorcyclists’ Federation and the Motorcycle Action Group suggests that encouraging riders and drivers to ‘look out for each other’ reinforces the blame culture that exists between the two groups. To overcome this, the new campaign targets drivers and riders separately with specific safety messages
The TV advert, How Close, encourages urban car drivers to look longer for bikes by showing a typical accident at a T-junction – and then replaying the incident and showing how the crash could be avoided if the driver looked for longer.
The third element is a six-sheet poster campaign using sites adjacent to petrol stations. The posters remind bikers to make sure they are seen.
Feedback from the Motorcycle Industry Association, the British Motorcyclists’ Federation and the Motorcycle Action Group suggests that encouraging riders and drivers to ‘look out for each other’ reinforces the blame culture that exists between the two groups. To overcome this, the new campaign targets drivers and riders separately with specific safety messages
The TV advert, How Close, encourages urban car drivers to look longer for bikes by showing a typical accident at a T-junction – and then replaying the incident and showing how the crash could be avoided if the driver looked for longer.
The third element is a six-sheet poster campaign using sites adjacent to petrol stations. The posters remind bikers to make sure they are seen.