A new THINK! motorcycling TV, radio and six-sheet poster campaign will break on 30 January 2006.

The THINK! team has worked closely with key motorcycling stakeholders - including the Motorcycle Industry Association, the British Motorcyclists' Federation and the Motorcycle Action Group - to develop the new campaign.

Feedback from these stakeholders suggests that encouraging riders and drivers to 'look out for each other' reinforces the blame culture that exists between the two groups.

To overcome this, the new campaign targets drivers and riders separately with specific safety messages - to prevent either side opting out. The new ad also contains a clear call to action to try and bring about behavioural change.

This new campaign compliments a third year of THINK! sponsorship of the British Superbike Championship, which commences in March 2006 and targets leisure riders.