An image with a serious message has been released, to coincide with the start of the new motorcycling season, to remind drivers to stay vigilant of bikers on UK roads despite the lighter nights. Many will struggle to see biker, Graham Butcher, in the image despite the presence of his motorcycle at a junction – it’s a stark reminder of what happens regularly on the roads.
There has been a significant reduction of two-wheeled fatalities since the Think! Campaign first launched its biker awareness campaign 15 years ago, but visibility is still believed to be one of the leading causes of motorcycle road traffic accidents. According to statistics from the Department for Transport, the most common reason for accidents caused by car drivers is by failing to look properly (24%), and 30 motorcyclists are killed or injured every day at junctions.*
The man depicted in the image, Graham Butcher, was himself affected by a driver failing to see him. The resulting accident, in which a large agricultural machine turned into the path of his motorcycle, impacted his life significantly and led to his retirement as a police officer.
Graham has since retrained in a new profession and has refused to let the accident dampen his passion and enthusiasm for riding. He’s spearheading the awareness campaign on behalf of personal injury solicitors, Minster Law, who supported him after his accident. The company currently handles 20% of all motorcycle personal injury claims in the UK.
The law firm recreated the image of an everyday traffic scene using a specifically shot picture of a road in Lincolnshire. Graham then underwent six hours of studio-based painting by artist and motocross Mum, Melanie Hancock, at ViZard to create the illusion of invisibility.
It’s hoped that the picture and campaign will serve as a reminder to motorists to pay extra attention to trying to see bikers as the summer biking season begins.
Biker and Minster Law Managing Director, Michael Warren, said: “Over the past 10 years, we have supported more than 23,000 bikers who have been injured in road traffic incidents. Many of those cases appear to have taken place at junctions or in another situation where a motorist failed to see the biker. We understand it’s not always because the driver didn’t look; sometimes the narrower profile of the vehicle or one headlight instead of two can unwittingly fool drivers.”
Artist Melanie added: “As a mum to two boys who ride motocross, I’m conscious that my kids may want to ride motorcycles on the road when they’re older, that’s why I was passionate about supporting this important campaign. I hope it helps to have an impact on driver behaviour and bikers’ visibility.”
Bikers are being encouraged to share the image and video across social media using #canyouseemenow to continue raising awareness of the importance of motorists looking properly for bikers’ in their field of vision.
For further information, please contact the Minster Law press office on 01652 680060
or email MinsterLaw@rbpagency.com
* SOURCES: Department for Transport, Reported Road Casualties Great Britain: 2012. http://think.direct.gov.uk/motorcycles.html
The clothing for this campaign was kindly supplied by Merlin Bike Gear.
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