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Bright advert bids to cut deaths

PUBLISHED: 16:10 10 March 2010 | UPDATED: 09:35 12 August 2010

A ROAD safety campaign is using neon lights in a bid to cut motorcyclist deaths on the streets of London.

A ROAD safety campaign is using neon lights in a bid to cut motorcyclist deaths on the streets of London.

Transport for London (TfL) has invested £3.5 million into its latest THINK! campaign in a bid to cut deaths in Greenwich, Bexley and Bromley.

The television adverts will show bikers with flashing neon signs attached to their bikes showing rider's names and personalities including 'shy, retiring type' or 'new dad'.

In 2009, 29 bikers in Greenwich, 22 in Bromley and 14 in Bexley were killed or seriously injured yet motorcyclists only make up one per cent of traffic in the country.

Launching the campaign last Friday,, Road Safety Minister Paul Clark said: "We are working hard to tackle the unacceptable number of collisions where motorcyclists are killed on Britain's roads and our THINK! campaigns are a vital part of this.

"This exciting new campaign goes a step further by asking drivers to reconsider the way they look at bikers.

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