A MAJOR effort is being launched to reduce the number of motorcyclists killed on the roads of North Yorkshire.

Concerted efforts by both police and the county's road safety officers has helped to bikers' death toll in recent years.

Now the Government is stepping in with a campaign across the Yorkshire region asking drivers to take longer to look for bikes.

Regional road safety officer Phil Jones said: "Both drivers and riders have a responsibility to take steps towards reducing collisions.

"In busy traffic, it's easy for drivers to fail to spot motorcyclists, so drivers need to look, and look again, for bikers, especially when pulling out at a junction.

"It's only by taking longer to look that we can hope to bring biker casualties right down. It could mean the difference between life and death."

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

In nearly two-thirds of those incidents where the driver is at fault, the motorcyclist would have been visible.

A poster campaign being launched today encourages riders to make themselves clearly visible to car drivers.

They feature a number of reminders for motorcyclists on how to make sure they are seen, with the first one being: "If you can't see the driver's mirror, you can't be seen."

A series of TV and radio adverts will also push home the message throughout February and into March with further broadcasts planned in October and early next year.

Road Safety Minister Stephen Ladyman has added his weight to the campaign.

"A quick glance is not long enough to check if a motorcycle is approaching," he said.

"Drivers need to take an extra second or two to look out for bikers. It really can be a lifesaver.

"I enjoy biking, but I worry about not being seen. At the same time, bikers have a responsibility to look after themselves and make themselves as visible as possible to drivers."