MOTORISTS are being targeted in a Government campaign to keep motorcyclists safe on the roads.
Adverts will appear on television screens and on radio stations encouraging drivers to take a longer look for bikes.
In 2004, 14 motorcyclists died and 188 were seriously injured in accidents across the North-East.
Nationwide, an estimated 1,500 motorcyclists die or are seriously injured every year when drivers look but fail to see them.
Motorcycle casualties fell in 2004, but bikers still account for 17 per cent of road fatalities, despite making up only one per cent of traffic.
Stephen Ladyman, the Government's Road Safety Minister, said: "A quick glance is not long enough. Drivers need to take an extra second or two to look out for bikers.
"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."
Penny Marshall, head of road safety for the Government Office North East, said that in busy urban traffic, many drivers failed to see motorcyclists until too late.
Department for Transport research shows the most common cause of motorcycle crashes are right-of-way violations, where one vehicle fails to give way to another.
The campaign will include a 30-second television advert, radio adverts and posters at petrol stations. The first series of advertisements will run until mid-March.
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