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THINK! Unveils New Biker Campaign
 A new THINK! motorcycling TV, radio and six-sheet poster campaign will break on 30 January 2006.
The THINK! team has worked closely with key motorcycling stakeholders - including the Motorcycle Industry Association, the British Motorcyclists' Federation and the Motorcycle Action Group - to develop the new campaign.
Feedback from these stakeholders 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 – to prevent either side opting out.
The new ad also contains a clear call to action to try and bring about behavioural change.
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 TV ad will run from 30 January to 12 March.
The radio advert backs up the TV message and acts as an in-car reminder. Don't take it in focuses on common scenarios when people look but don't see.
The radio campaign will run from 13 February to 12 March.
The third element is a six-sheet poster campaign using sites adjacent to petrol stations. The posters remind urban bikers to make sure they are seen.
This element of the campaign will run from 30 January to 12 March.
This new campaign compliments a third year of THINK! sponsorship of the British Superbike Championship, which commences in March 2006 and targets leisure riders.
Publicity materials to accompany the new campaign will be available to order from the RSO area of the THINK! website from early January.
Think Motorcycle Safety
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