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Campaigns Manager Activities
The following may be of interest to those engaged with road safety forums or local authority transport planning. Firstly the Parliamentary Transport Select Committee have announced that they are going to review the Road Casualty reduction targets which run until 2010 with the intention of setting targets post 2010.
MAG is aware that motorcyclists come in for unfair criticism for not meeting the 40% casualty reduction target. However, motorcyclists have achieved a 26% reduction in casualties which when put against the 27% increase in motorcycle use over the same period, (since 1994/96) is a significant reduction.
MAG are the only motorcycling organisation to have submitted written evidence and I am waiting for the call to give oral evidence in front of the committee when it convenes, probably in March or April. If MAG is at the table we can influence change to the benefit of bikers and mitigate the myths pedalled by the anti motorcycling lobby. They will be there, calling for speed and power limits and technical interventions. http://tinyurl.com/2wnnpu
I recently attended a DfT conference entitled 'Motorcyclists as vulnerable road users'. I have attached a synopsis of the topics covered including some interesting initiatives taking place across the country which may help inform those MAG activists engaged with road safety forums:
Motorcyclists as Vulnerable Road Users 22nd January 2008, Town Hall, Birmingham
Causality of motorcycle accidents- understanding the trends and risk factors
In-depth study of motorcycle accidents
This study was undertaken by D Clarke, P Ward, W Truman & C Bartle. The report was published November 2004. The full report is available at the link below: http://tinyurl.com/37b3mp
Although this report is now over three years old the key messages and methodologies continue to be relevant. There is much that can be learnt from this study.
Multiple methodologies were used to ensure accuracy and robustness within the study. Firstly, an analysis of road accident case reports. These reports hold vital data that can be used within analysis and some of them may be particularly detailed with maps, photos, interview and witness statements as well as summary information.
Secondly, this data was supplemented by a questionnaire sent to motorcyclists using Motorcycle Action Group (MAG) representatives.
Car driver attitudes and motorcyclists
This study was undertaken by D Crundall, P Bibby, D Clarke, P Ward and C Bartle from University of Nottingham. The report will be published shortly.
Motorcyclists are over represented in accident statistics throughout the UK. Many car-motorcycle accidents are however due to inappropriate actions of car drivers. It was predicted that car drivers at risk of being the cause of accidents involving with motorcyclists had divergent attitudes and beliefs to motorcyclists compared to safer drivers. This research therefore sought to answer a number of questions about car-motorcycle accidents.
The research is based on a survey of 1,355 car-drivers split into four distinct groups for analysis. Those with under 2 years of experience since passing the test, those with between 2 and 10 years, those over 10 years, and those who had over 10 years of experience and were also motorcyclists.
Analysis was based around four themes: negative attitudes, emphatic attitudes, awareness of perpetual problems, and lastly spatial understanding.
The results have led to suggestions for interventions aimed at decreasing the divergence between drivers' perspectives of motorcyclists, and the perceptions of experienced drivers and riders.
Thinking points
Negative attitudes towards motorcycling decline in females after 10 years of driving, this isn't the case for males. Attitudes only improve in males after they've become motorcyclists. Hence different intervention strategies may be required.
All driver groups with no motorcycling experience reported difficulty in spotting motorcyclists at junctions.
Some drivers have knowledge that e.g. motorcyclists may filter through traffic, but do not translate this into attentive driving
Car drivers who report a lot of traffic violations believe themselves to be similar in characteristics to motorcyclists. This is not based upon fact; drivers who are also motorcyclists report the fewest traffic violations. It will be necessary to challenge this misconception.
Engineering and education: two of the three pillars of road safety
 IHIE Guidelines for motorcycling
Comprehensive guidelines for reducing the risks faced by motorcyclists were published by the Institute of Highway Engineers in 2005. The guidelines are available online at
www.motorcycleguidelines.org.uk
The guidelines are set out under eight themes to ensure they remain relevant to all practitioners within road safety. These themes are:
• Motorcycles and policy - integrating motorcycling into local transport policies and strategies with rider involvement through consultation
• Motorcycles and travel plans - there are benefits of increasing motorcycle use and it is necessary to iterate what these are, whilst highlighting the risks
• Motorcycles and traffic engineering - road design from a motorcyclist perspective and specific facets of road engineering that affect motorcyclists adversely
• Motorcycles and parking - demand for motorbike parking is increasing but much parking remains substandard, a checklist for motorcycle parking design is set out to as a possible solution
• Motorcycles and road maintenance - providing a consistent road surface with predictable level of grip is essential but there are other maintenance policies which impact upon motorcyclists including drainage, lighting, service covers and others
• Motorcycles and road safety campaigns - these are vital tools in educating motorcyclists to issues, dangers and risks in their localities. However campaigns must be based on evidence and research with evaluation
• Motorcycles and traffic calming - four factors need to be considered; location, lighting, materials and maintenance otherwise consequences could be harmful to vulnerable road users
• Motorcycles and Road Safety Audit - it is not possible to account for motorcycling in all RSA work. Hence all that is required is increased awareness of the particular risks faced be motorcyclists and for this to be acted upon.
Cost effective engineering solutions:
Road safety engineering and traffic management make a direct contribution to reduction of crash risk. Yet there is a common misconception that rates of return for engineering solutions are decreasing. This is not the case, engineering solutions continue to give high first year rates of return for relatively low cost interventions.
However in modern road systems, vulnerable road users are disadvantaged because road safety engineering and traffic management are largely designed for the motorcar.
Specific engineering solutions to reduce the risks faced by motorcyclists are available and are cost-effective. For motorcyclists over a third of rural fatalities and just under a third of rural KSIs occur on bends. 'Where you look is where you go' engineering solutions is a tailored intervention to reduce fatalities that has in some places achieved first year rates of return of 2000%.
Within the urban road network different solutions are required, including crash friendly street furniture. This would include road signage, large metal service covers on the apex of bends and acceleration/braking zones with no anti-skid requirement, and crash barriers designed to safely contain vehicles that are highly destructive to fallen riders.
Thinking points
Parking demand exceeding supply
 Highways Agency: Handle it or Lose it
The 'Handle It' initiative started in 2003 within Stockton as a web-based resource, with the aim of helping you get more out of your bike, and also to help limit the numbers of bike casualties - particularly on rural roads.
The campaign has been rolled out nationally by the Highways Agency with the catch line - 'Handle It' is here to try to protect you, your licence, and your freedom to ride.
The campaign is delivered through multiple tools including an interactive website - www.handleitorloseit.com attending major motorcycling events with eye catching displays as well as targeted advertising campaigns in various press.
Partnership working in rural areas
Since it was established in 2004, Safer Roads for Cumbria (the RSP for Cumbria) has seen the number of KSIs within the county decrease, particularly with regards to serious injuries. However, the level of fatal accidents is not declining, particularly within the 16-20 year old age group where multiple fatalities are worrying.
The RSP works well because it de-centralises road safety to local CRASH partnerships which are chaired by senior partners including the police.
CRASH groups operate very much at a local level, working in North, West and South Cumbria. The groups are a microcosm of Safer Roads for Cumbria, and have representatives of partner organisations to discuss and solve problems that primarily affect local issues, but which may have a bearing on county-wide concerns.
For example, the Northern CRASH group is tackling issues with motorcyclists on the A686 Penrith to Hartside route. The lessons learnt from this percolates to other CRASH areas as part of a holistic overview of motorcycle safety campaigns provided by the RSP
 Young people riding in an urban environment
Nottinghamshire, Leicestershire and Derbyshire run a joint campaign entitled 'Bare Bones' aimed at reducing the risks faced by twist-&-go moped riders aged 16-19.
"Bare Bones" is an initiative introduced in 2005 to address the rising numbers of young motorcycle riders (16 to 19 age group) involved in road accidents on motorcycles under I25cc.
It is evidence -based in that it uses analysis of accident and casualty data together with survey information from young riders (about their attitudes and knowledge) to create suitable counter-measures tailor-made for young people.
The project has sought to overcome the difficulties of engaging with this age-group, getting them to recognise that there is a problem relating to them and encouraging them to do something about it without compromising their street-cred.
For further information please go to the Bare Bones website www.bare-bones.org
Delivering the message
This study was undertaken by TfL and published in November 2007. The report along with other reports for TfL is available at http://www.tfl.gov.uk/corporate/2840.aspx
The research had multiple objectives which were centred primarily on gaining a greater understanding of the problems faced by food-delivery and courier motorcyclists. Only once an improvement in the understanding of the problem is achieved could TfL and various boroughs tailor activity and interventions to reduce the risks associated with these riders.
The objectives of the study were to:
• Estimate the number of delivery riders in London
• Provide a profile of delivery riders
• Identify awareness of and adherence to good road safety practices in London
• Identify current road safety practices
• Estimate the number and type of collisions involving delivery riders
The research was undertaken by survey of businesses that employed food-delivery and courier riders. This equated to 55 courier companies and 100 food delivery companies.
Educating and informing motorcyclists to reduce accidents
Lancashire's Ridesafe Backsafe initiative has developed three routes to better riding for motorcyclists within the county. To date the three pronged approach has been successful in reducing biker casualties within the county.
Rider Enrichment Scheme - focusing on young and new motorcyclists. Seminars are offered through colleges, universities and other groups to deliver education and information about the basics of riding on two wheels.
Rider Assessment - the assessment scheme offers a free 60 to 90 minute assessment of riding skills on a 1-to-l basis with an advanced riding instructor. At the end of the ride the motorcyclist is given a report on their riding skills and a list of approved training schools they can go to if they want to improve. Alternatives to prosecution - Lancashire constabulary have adopted the ACPO Rider intervention and Developing Experience scheme which offers training as an alternative to prosecution. If a rider is stopped for a non-compliance with traffic signals, wheelying, or endangering other road users for example they may be referred for further training.
For further information please go to their website www.ridesafebacksafe.co.uk
Thinking points
A comprehensive website that incorporates the basics: bike preparation & kit, how to read the road, security, group riding and others is an important tool in increasing the skills of riders.
Rural authorities will experience different problems compared to urban authorities and as such have different intervention strategies. However the processes are still similar and urban authorities can learn form rural ones - and vice versa.
• From the initial evidence base it was identified that not only were underdeveloped rider skills together with inexperience key factors in accidents but these were compounded by the low use of suitable protective clothing by riders.
• A variety of innovative approaches have been adopted using a range of communication channels and messages tailored specifically to appeal to and be accessed by this age-group.
Thinking points
• Courier drivers are likely to be older, work longer shifts, more likely to work freelance or be paid on commission than food delivery riders.
• Courier drivers make more deliveries and cover more miles than delivery riders. Their exposure is therefore greater, but they are more experienced riders.
• Food delivery companies are more likely to provide vehicles and safety equipment to their riders, and offer training and guidance to their riders.
• For food-delivery riders company based interventions are appropriate because of the greater responsibilities they take on. Road safety initiatives aimed at courier riders need to target both companies and individual riders who are responsible for their own training, maintenance and safety equipment.
Thinking points
One of the keys to the success of the initiative has been that it was created by biking enthusiasts and has been successful at getting high-profile ambassadors to increase the profile of the initiative.
David Short
Campaigns Manager
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