Delivering family-centred messages and reducing motorbike accidents

With statistical indications that the number of riders on the UK roads is growing comes a responsibility of road safety authorities to ensure that the incidence of motorbike accidents is kept to a minimum.

There are several ways this can be done. Stronger law enforcement, whereby police become more vigilant in patrolling the highways, is just one of these. Tightening licensing requirements so as to ensure riders meet stringent skill levels is another. Education drives, perhaps the most widespread, are also useful in informing riders and drivers of other vehicles alike of the particular hazards associated with motorcycling.

However, another option is the use of emotional shock tactics. This is a motorbike accident reduction strategy currently employed by police in Oxfordshire, Buckinghamshire and Berkshire. In these counties Thames Valley Police hope to make riders consider their safety by thinking about the impact accidents and injuries have on families.

And the campaign hits hard. Its message is put across by posters depicting the emotional aftermath of fatal accidents. One portrays a toddler, standing helmet in hand, beside the gravestone of its deceased rider parent.

Safer rider campaign leader Bob Jarrett comments, "This current campaign with the child is a new idea for us. We are hoping this is going to strike a chord, if we take a risk on the road we take a risk being killed or injured but also it's who we leave behind.

"We have a large number of motorcycle casualties which are disproportionate to other traffic on the road. We are happy to try anything that will assist in cutting motorcycle casualties and if that means putting out a message then we will do that.

"I see no harm putting out the message mid bike season if a handful of people listen."

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