4.2 Context

Road safety campaigns are a vital component to improving the safety record of motorcyclists. Rider attitudes play a major role in determining rider behaviour, irrespective of age or trip purpose.  Measures designed to influence behaviour must address these attitudes and take account of the spirit and 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 general “must do” or “must not do” messages