7.2.1 Road safety campaigns are a vital ingredient in the mix of initiatives needed to improve the safety record of motorcyclists.

Rider attitudes play a major role in determining rider behaviour, irrespective of age or trip purpose.Measures designed to modify behaviour must address these attitudes and take account of the individuality often expressed in choosing a motorcycle as the travel mode.

Riders respond better to messages that relate to their own perspective and are likely to ignore “must do” or “must not do” approaches.