Central Office of Information for Department of Transport

Featuring well known sports presenter Jimmy Hill, ‘Think Bike’ encourages motorists to take extra care to look out for motorcyclists when pulling out from junctions. Using the slogan ‘think once, think twice, think bike’, the film features a graphic depiction of an accident to shock the audience. A very similar tactic is still in use today in the recently launched ‘Think – take longer to look for bikes’ campaign which also shows a motorcyclist crashing into the side of a car. A Department for Transport report from 2006 concluded that the most common cause of motorcycle crashes is a ‘right of way’ violation…the majority of these incidents occur at T-junctions and it is usually the motorist – rather than the biker – who is at fault.’ ‘In around 65% of these ‘right of way’ incidents, a driver somehow fails to see a motorcyclist who should be in clear view.’