A new radio campaign has been launched by THINK! to help reduce the number of accidents involving motorcyclists on the UK's roads.

Launched today (July 21st), the 'Didn't See' campaign will run for four weeks on national radio, encouraging motorists to spend longer looking out for motorcyclists.

According to official figures, 30 bikers are killed or injured every day at junctions, accounting for around half of motorcyclist accidents where the rider is killed or seriously hurt.

The most common cause of accidents is motorists failing to look out for motorcyclists rather than, as most drivers believe, bikers breaking the speed limit.

Although motorcyclists make up just one per cent of traffic on the roads, they account for 19 per cent of all fatalities and are 55 times more likely than car drivers to be killed or seriously hurt in an accident.

Road safety minister Robert Goodwill pointed out that two people are killed every week on the roads in accidents at junctions. "If all drivers and riders took a bit more care at junctions we could bring this figure down significantly," he added.