Campaign to cut biker road deaths

The poster campaign was launched on Monday

A campaign to cut biker deaths on roads in the North East and Cumbria is urging other road users to be more observant.

More than 270 motorcyclist were killed or seriously injured on the region's roads in 2004 - 73 of them in Cumbria.

Now a hard-hitting campaign which has the slogan "take longer to look for bikes" is being backed by the Department for Transport.

The campaign features posters, radio and TV commercials and also urges bikers to make themselves more visible.

Penny Marshall, head of road safety for the Government Office for the North East said: "In the busy urban traffic, it's easy for drivers to fail to spot motorcyclists.

"Especially when pulling out at a junction, drivers need to look and look again for bikers."

Those Killed or seriously hurt on motorcycles in 2004 Cumbria - 73 Tyne and Wear - 66 Durham - 51 Northumberland - 47 Teesside - 38

Stephen Ladyman, Road Safety Minister, added: "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."

Department for Transport research shows the most common cause of motorcycle crashes are so-called right of way violations, where, typically, one vehicle fails to give way to another at a junction.

In 65% of these incidents where the driver is at fault, the motorcyclist would have been visible.