An estimated 1,500 bikers killed or injured every year because drivers don't see them.

A major new campaign launches today (Monday, 30th January) encouraging drivers in towns and cities to "take longer to look for bikes".

An estimated 1,500 motorcyclists are killed or seriously injured every year because drivers look but fail to see them. Motorcycle casualties fell in 2004, the most recent statistics available, but motorcyclists still account for 17% of all road fatalities, despite making up only 1% of all motor vehicle traffic.

Stephen Ladyman, Road Safety Minister, said: "A quick glance is not long enough to check if a motorcycle is approaching. Drivers need to take an extra second or two to look out for bikers. It really can be a lifesaver.

He added: "I enjoy biking, but I worry about not being seen. At the same time bikers have a responsibility to look after themselves and make themselves as visible as possible to drivers."

Department for Transport research* shows the most common cause of motorcycle crashes are "right of way violations" where, typically, one vehicle fails to give way to another at a junction. In nearly two thirds (65%) of these incidents where the driver is at fault, the motorcyclist would have been visible. In 2004, 585 bikers were killed and 6,063 seriously injured on our roads.

The first burst of the television and radio advertising campaign targeting car drivers will run from 30th January until 12th March. Additional bursts will run from 02-15th October this year and from 26th February - 11th March 2007.

Craig Carey-Clinch, Director of Public Affairs at the Motorcycle Industry Association said: "We're delighted to welcome this new motorcycle safety campaign. Both riders and drivers have a critical role to play in casualty reduction. It's essential that drivers look out for motorcycles and that riders do what they can to make themselves as visible as possible."

A poster campaign also launching today encourages bikers to make themselves clearly visible to car drivers. The key message is "if you can't see the driver's mirror, you can't be seen".

Notes to editors:

Spokespeople as well as stills, mpegs and beta tapes of the adverts are available on request.

* In-Depth Study of Motorcycle Accidents (2004).