Department for TransportThe Motorcycle Industry Award this year has gone to the Department for Transport for its outstanding commitment to reducing motorcycle casualties through the development of the Government’s Motorcycling Strategy and the successful motorcycle safety campaign. The campaign has contributed towards a greater understanding of motorcycle safety in a number of areas through initiatives including: The Government Advisory Group on Motorcycles, the National Motorcycle Strategy and the TV adverts: ‘A Perfect Day ‘and ‘Now You See Him, Now You Don’t’. Amongst the innovative approaches has been the ‘Think’ campaign’s sponsorship of the British Superbike Championships. A Think! pavilion at every race houses a tea and coffee area, a BikeSafe information area, a bike simulator and an area where safety gear such as helmets and leathers will be displayed.
VIP tickets to the BSB races and signed merchandise are offered as competition prizes in the specialist press, regional TV and radio. In addition, a separate sponsorship agreement with current British Superbike Champion John Reynolds has been agreed and DfT will continue to use him in a PR push to promote BikeSafe and safer riding.
See www.thinkroadsafety.gov.uk/campaigns/motorcycles/motorcycles.htm for more information.