A CAMPAIGN is being launched to improve awareness on roads and cut the number of accidents in Gloucestershire.
Drivers, motorcyclists and cyclists are all being targeted in ‘The Invisibles’ campaign which highlights the issues of failing to look or failing to see when using the county’s roads.
Failing to look properly was reported in 45 per cent of all crashes across the UK in 2012 and it was the number one contributory factor in collisions in Gloucestershire.
Statistics show that the group most likely to be killed or seriously injured in collisions are male motorcyclists and male cyclists aged between 20 and 49 years old.
The fatality rate for motorcyclists is three times higher than a cyclist and 40 times higher than that of car drivers.
The collisions are most likely to occur at urban road junctions in daylight during the hours people are travelling to work in the morning and on their journey home.
The campaign includes a broad scale media campaign and an education programme being delivered into local businesses.
It runs until early September and in the coming weeks the council will be issuing more information on the campaign with specifically targeted advice to help drivers, motorcyclists and cyclists remain safe.
Gloucestershire Road Safety Partnership’s motorcycle safety co-ordinator, Chris Harrison, said: “It is important for motorcyclists in particular to position themselves so that they can be easily seen by drivers and so that they can increase their own visibility of the road and any potential, upcoming hazards.
“They should also give themselves enough space to react if something does go wrong so they can get out of harm’s way and always adapt to the weather conditions.”