Honda is boosting a new safety scheme launched in Scotland – #TakeAnotherLook – focusing on the danger to bikers of road junctions and urging drivers to “stop and look again” at junctions. According to Motorcycle Law Scotland, using data from nearly 200 Scottish legal cases for biker casualties in 2022/23, 70% of deaths and injuries were attributed to “errors made by the car or motor vehicle at junctions.”

The campaign was founded by three women who lost their husbands to junction collisions – Tracey Marsh, Maureen Rutherford and Jacqueline Dickson. Now Honda is planning to double the reach of the campaign, as well as using its social media channels to promote a petition led by Outlander actor Sam Heughan. This is asking the Scottish government to also promote #TakeAnotherLook, aiming to remind drivers of their responsibility towards more vulnerable road users and away from, “its emphasis on improving rider behaviour at the exclusion of all else.”

Thomas Mitchell, partner at Motorcycle Law Scotland, said: “We are thrilled that Honda, the world’s biggest motorcycle manufacturer, is supporting the campaign….We need to remind motorists that every time they get behind the wheel of a car, they assume control of a machine capable of causing harm to others.”

Jim Freeman of the BMF welcomed this latest campaign to increase driver awareness of bikers’ vulnerability at junctions. “The BMF have supported this campaign from the start, getting Honda onboard is terrific, as a major manufacturer of both motorcycles and, let’s not forget, cars.”

Written by Peter Henshaw

Top image courtesy of #TakeAnotherLook