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DfT hopes for success with new campaign: ‘Think! Bikers, don’t ride like a twat!’

The Department for Transport is hoping that their ongoing attempts to make Britain’s roads a safer place for motorcyclists may finally pay off thanks to their latest advertising blitz.

The first campaign started with the ‘Think! Take extra time to look for bikes’ slogan, in which car drivers were encouraged to adapt the way they drive and constantly be aware that there may be a motorbike coming round the corner, on the wrong side of the road, at 80mph in a residential area. ‘That’s when we decided that perhaps other road users weren’t always entirely to blame; perhaps bikers needed to take a share of the responsibility. That’s where the idea for the ‘Think! Bikers, don’t ride like a twat!’ adverts came from.’

The new adverts are aimed at pointing out to riders, that with little or nothing to prevent them from being seriously injured or killed in the event of an accident, it might not be such a good idea to be undertaking people at 95mph in a 50 limit, or attempting to overtake at 110 on a single carriageway road with oncoming traffic.

The adverts were launched last month, and so far haven’t made the slightest bit of difference.

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Posted: Jun 18th, 2011 by Vertically Challenged Giant

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