New THINK! campaign aims to save lives on the roads.

A new TV advert will show bikers with flashing neon signs attached to their bikes.  The signs show the rider’s name and describe personality traits such as ’shy retiring type’ or ‘new dad’.  The voiceover at the end asks drivers to look out for motorcyclists next time they’re out driving.

Road Safety Minister Paul Clark recently launched the new £3.5 million campaign. It marks a radical departure for THINK! after research showed drivers are more likely to notice motorcyclists on the roads if they personally know a biker.