A new campaign aims to encourage drivers to change the way they look at motorcyclists by drawing attention to the "person behind the helmet".
New TV adverts will be broadcast as part of the Think! road safety campaign showing flashing neon signs on bikes that give the rider's name and assign them a personality trait such as "shy retiring type" or "new dad".
The £3.5 million campaign begins on March 1 and includes TV, radio, cinema and online ads. It was designed after research showed that drivers are more likely to notice motorcyclists if they know one personally.
Studies also show that bikers account for nearly 19% of all deaths on Britain's roads, although they make up just 1% of the traffic.
Launching the new drive, Road Safety Minister Paul Clark said: "We are working hard to tackle the unacceptable number of collisions where motorcyclists are killed on Britain's roads and our Think! campaigns are a vital part of this.
"Previous adverts have warned drivers to look out for bikes in specific situations such as at T-junctions or in their blind spots and showed the deadly consequences of failing to do so. This exciting new campaign goes a step further by asking drivers to reconsider the way they look at bikers."
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