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CDOT Urges Motorists to ‘Look Twice’ During Riding Season

August 3, 2015 - Traffic Safety - Campaign features burly motorcyclists belting well-known tunes.

STATEWIDE ­– “Don’t you, forget about me,” a grizzly voiced man sings in the newest motorcycle safety campaign from the Colorado Department of Transportation (CDOT). Urging motorists to ‘look twice,’ CDOT uses humor to drive home a serious safety message. The campaign features a radio spot with burly-sounding motorcycle riders singing their message to motorists. Other advertising tactics, which also include billboards, bus tails, web banners and gas station ads, run statewide.

Hear the radio campaign ads at https://www.codot.gov/safety/live-to-ride/

According to preliminary data from CDOT, 40 motorcyclists lost their lives during the first half of 2015 and 90 motorcyclists were killed in 2014; 97% were males. Nationally, per vehicle mile traveled, motorcyclist fatalities occurred 26 times more frequently than passenger car occupants in a traffic crash.

“The riding season is still going strong so we ask everyone to be careful, including the motorcycle riders themselves,” said Sam Cole, a public relations official for CDOT. “We’ve already seen 40 deaths this year, that’s 40 deaths too many.”  

Motorcyclists make up just three percent of vehicles on the road but account for 18% of overall fatalities. These fatalities tend to peak during the summer months with more motorcycles on the road. CDOT’s campaign raises awareness urging drivers to use extra caution.

“Looking twice helps ensure drivers see motorcyclists,” said Cole.

Head injury is the leading cause of death in motorcycle crashes. The National Highway Traffic Safety Administration (NHTSA) estimates that 1,630 lives were saved in 2013 because of proper helmet usage, and another 715 lives could have been saved if helmets had been worn. Colorado does not require motorcyclists to wear helmets.

CDOT offers these tips to drivers on how to prevent a fatal crash with a motorcycle:

  • Always allow more follow distance – three to four seconds – when behind a motorcycle. This gives them more time to maneuver or stop in an emergency.
  • Though a motorcycle is a small vehicle, its operator still has all the rights of the road as any other motorist. Allow the motorcycle the full width of a lane at all times.
  • Check all mirrors and blind spots for motorcycles before changing lanes or merging with traffic, especially at intersections.
  • Never drive distracted or impaired.

Additional information is available at COMotorcycleSafety.com

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