During 2008 we had three publicity campaigns running in Norfolk:
The Think! Campaign consisted of targeted use of the Think! Bike Road Signs on routes where there was a history of motorcycle crashes. The signs were put up in the spring and taken down in November. The signs were aimed at both riders and other road users aiming to raise awareness of the presence of motorcyclists and reminding motorcyclists to take care when overtaking.
The signs will be relocated and displayed again in 2009.
This was launched on 11th July 2008
Motorcyclists make up 1% traffic but in Norfolk account for 31% of all fatal and serious injuries.
The campaign looked to raise driver awareness of motorcyclists whilst also crucially looking for riders to improve their own standards on our roads.
Guy McCurley, Chairman of the Think! Norfolk partnership, said:
"We are not looking to alienate riders as part of this campaign and suggest they are all to blame for collisions they are involved in, but there needs to be more of a recognition of the part played by the rider themselves in many collisions that occur in this county.
"It is a common complaint that riders are victims of other road users, but we need to face the fact that riders need to invest in more training, whether on a scooter or superbike. The figures speak for themselves."
On rural roads - where half of the motorcycle fatalities and serious injuries have occurred over the last three years - over half of all collisions involving motorcycles note the rider as being blameworthy.
Iain Temperton, County Road Safety Manager, Norfolk County Council, and himself a motorcyclist of over twenty years, said:
"Riders spend thousands of pounds on their bike, hundreds on what they wear whilst on it, but how much on the training?
"Whatever we ride, however long we have been riding, we can all benefit from investing in development of our riding style.
"There are a range of options available, from full advanced courses to 90 minute assessments, and I would encourage all riders in the county to get in touch with the Casualty Reduction Section at Norfolk County Council to find out how they can further protect themselves and their investment."
A series of four hard hitting and thought provoking radio adverts were aired on local commercial radio stations aimed at car drivers and motorcyclists during the summer season. They were aimed at raising awareness of the presence of motorcyclists and the consequences.