Injuries to motorcyclists occur out of proportion to their presence on our roads. Motorcyclists are just 1% of total road traffic, but account for 19% of all road user deaths.

Be a better biker

We know you love riding. The freedom of the open road makes motorcycling an exhilarating way to travel. But accidents involving motorcyclists are out of proportion to the miles travelled by bike. We want to help keep you safe by reminding you of safe riding behaviours. Research shows that cornering, overtaking, speeding and fatigue are the most common factors involved in motorcycling accidents.

To help reduce casualties and fatalities among riders, Highways England has developed a campaign targeting these four behaviours.

The facts

  • Motorcyclists are roughly 52 times more likely to be killed in a road traffic accident than car occupants, per mile ridden.
  • In 2016, 319 motorcyclists died and 5,553 were seriously injured in road collisions in Great Britain.
  • The number of motorcyclists killed has fallen 46% since 2006.
  • Around 10 motorcyclists are killed or seriously injured at junctions every day.


THINK!’s motorcycling strategy aims to create empathy between car drivers and motorcyclists. It also raises awareness about the steps that both parties can take to avoid crashes.

Drivers are encouraged to notice motorcyclists on the road by thinking more about the person riding the motorcycle.

Motorcyclists are encouraged to take steps to manage and reduce their own personal risk by wearing appropriate safety gear and taking up further training.

The never too good campaign sees world Superbike Rider, Chaz Davies, joined comedian Alan Davies and eight regular riders to undertake further training to improve their riding skills on the road and prove you’re never too good to learn something new.

The ‘Didn’t See’ radio adverts remind drivers to take longer to look for bikes at junctions.

Assets supplied are free to use for educational purposes, however if used in a paid-for capacity (particularly outside of the national campaign period) usage fees may apply.