Motorcycle safety - ‘Distressed’ clothing brand sends hard hitting message to young riders - Image Highways Agency

Motorcycle safety campaign

Motorcyclists are more vulnerable than other roads users. What they wear can make all the difference when they come off their bike.

A new campaign by Highways England uses fashion to raise awareness of safety for young riders on two wheels.

The initiative centres on the concept of a clothing range where each garment has a unique price tag. The tag lists a range of injuries or hospital treatments that a young rider could face as a result of an accident.

Strategic Road User Safety Lead at Highways England, Stuart Lovatt, said:

“Most young riders will come off their bikes at some point – whether you have popped round the corner for a pint of milk or you are riding further afield to see friends or get to college, you need to be prepared.”

 

Most smaller bike collisions are close to home

Research looked at the reasons behind the increased number collisions involving young riders. It found:

  • Young riders represent just 15% of motorcyclists in Great Britain. They represent more than 38% of rider casualties. A young rider is over 2.5 times more times likely to be injured than someone more experienced
  • the majority of riders of small bikes are between 17 and 23 years-old and are predominantly male
  • most collisions involving motorcycles under 300cc are close to home
  • six out of nine of the top hotspots for incidents resulting in death or serious injury involving young riders are in the South East region. Five are on the south coast

 

The Highways England campaign features a video of people’s reactions to its new ‘Distressed’ clothing range.

Video premiere and social media

The video premiere was at Chichester College. Executive Principal at Chichester College, Andrew Green, said:

“We want to ensure our students travel to and from college as safely as possible, and encouraging our young riders to wear the right gear is really important.

“We hope it is successful in inspiring riders to think twice before getting on a motorcycle without protective clothing.”

 

Social media is being used to promote the campaign with the hashtag #distressedpopup.

The campaign is on Instagram, Twitter and Facebook.