Bike safety TV ad up for award

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An advert created to cut the number of accidents involving motorcyclists is nominated for an award

A hard-hitting television advert targeting reckless motorcyclists has been short-listed for a national award.

'Not Playing Anymore', aimed at bikers in Denbighshire and Wrexham, shows the devastating impact fatal collisions have on loved ones left behind.

It has been nominated for an award in the Institute of Videography Awards, which will be held in October.

In 2007, there were 152 collisions involving motorcyclists across North Wales, resulting in 13 deaths.

Research shows that between 70 and 80% of local accidents are due to rider error, and that men aged between 35 and 55 are the most at risk.

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Research shows that even though many motorcyclists travel to the region from the North of England, the West Midlands, the Wirral and Mid-Wales, many of the bikers who die on the roads in North Wales also live in the region.

John Williams, Denbighshire's Traffic Safety Officer, said: "We are delighted to see this commercial is now shortlisted for a national award and this confirms we commissioned a well-crafted advert with a very powerful message."

The 30 second commercial, shown on ITV Wales, was commissioned to promote BikeSafe by Denbighshire with the full support of Wrexham Council.