Motorcyclists are only 1% of motor traffic, but they account for 19% of all deaths on British roads*.

It's not always easy to notice motorcyclists. The latest THINK! campaign reminds drivers to think about the person on the motorcycle. With their identities hidden behind safety helmets, it's easy to forget that motorcyclists are people with relationships, jobs and families. THINK BIKE. THINK BIKER.

A report** by Dr David Crundall (University of Nottingham) describes how drivers who have a close friend or relative who is a motorcyclist are less likely to have a collision with one.

It seems that knowing a motorcyclist makes you more likely to notice one.

So next time you're out driving, think about the person behind the helmet. It could be your local pub landlord, your neighbour, or the girl you met on holiday once. It could be your sons best friend's dad, or the receptionist you say hello to every morning.

For a behind the scenes look at how and why we made our TV advert, watch The Making Of.

*Source: RCGB 2008
**Source: Car Drivers Skills and Attitudes to Motorcycle Safety: A Review. May 2008