January 2001

Think Bike campaigns have certainly matured since their prominence during the mid 1970's when TV images of an open hand swiftly followed by a clenched fist were interwoven with scenes of a car pulling out into the path of a motorcycle. Since those early years many campaigns urging bikers to ride more sensibly, and for other road users to pay more attention to them, have fallen into our combined subconscious. Slowly changing attitudes have benefited all road users with motorcycle casualty rates now being at their lowest ever.

When someone next tells you that they would never consider riding a motorcycle in today's heavy traffic please take great pleasure to inform them that motorcycling is safer than at any time in the past - especially the so-called glory years of the 1960's!

However, change is not just measured in the machines and equipment. The riding population is accelerating away from the 'traditional greasy leather clad biker's image as if it's on a Y2KR1, and whilst this was proven by a 1998 membership survey which showed that over 60% of MAG members are in fact leisure use super-sports riders, we are increasingly aware that the entire motorcycle market is continuing this shift, and currently undergoing enormous upheaval.

More than 55% of new riders are now choosing scooters and mopeds, and whilst membership has yet to reflect this change, MAG is committed to representing all those on two wheels, whatever lifestyle they prefer, and this is why you should be represented, or to represent your group, or club, at every opportunity - so that our elected politicians know exactly what this, our community, expects of them!

New technologies allow MAG to bring campaigning material straight to members' homes, and whilst Network and Streetbiker are now bigger than ever before, of better quality, and delivered on time there is also a new class of IT-friendly biker, the email activist, who probably works in an office, never has contact with his, or her, local bikers, but passionately loves their biking. These people are no less important than any other MAG members as they understand the issues, know how to influence the 'system', and are motivated enough to do so.

However, despite the advances of the past few years, the powered two wheel user continues to be the poor relation to the pedestrian, cyclist, car driver and even horse rider. Campaigns such as Bikers are Voters, Motorcycling for London, bikes in bus lanes, secure parking initiatives, motorcycle exemption from congestion and parking charges, anti-theft initiatives, Bikesafe 2000, improvements to road surfaces, local transport planning and taking to task dodgy dealers are needed more than ever before as our competition, and those a gif who wish to undermine us, also benefit, or misuse, these new technologies.

Time now to do a little more than just 'Think' Bike. Why not actually start 2001 by talking, writing, or emailing bike and getting some of those Think Bike road signs installed in your own town?