Devon County Council

devon.gov.uk

From Adrian Lane, Exeter 383262, November 24, 2008

DEVON County Council's road safety team has launched a successful email campaign to continue its Winter Riding initiative.

The humorous pro-bike video, which is a spoof wildlife documentary, has already attracted more than 25,000 hits in its first few weeks on YouTube and the Motorcyclenews website, and follows the success of a similar campaign last year.

The video explores different breeds of bikers, looking at those who hibernate during the winter months and those who brave the elements. The message is not to have a winter break but to ride all year round, when conditions are appropriate, in order to keep on top of your skills. Further details can be found at www.devon.gov.uk/bikers

The video was produced to promote Devon County Council's Winter Riding project, which is part of its 'Bringing Bikers Out of the Blindspot' campaign.

Councillor Margaret Rogers, Devon County Council Executive Member for Environment, said: "This viral marketing approach has proved hugely popular with bikers in the past because for every good reason they want to send these videos to their friends. The videos are good fun and passing them on helps spread a really worthwhile message about bikers keeping up their skills. By not putting the motorcycle away in the garage for the winter riders can maintain good riding skills, reducing the risk of being involved in future crashes."

Bringing Bikers out of the Blindspot was launched in 2004 with input from bikers directing which issues should be tackled. Some of the initiatives which have been introduced are improved training for riders, education campaigns aimed at getting car drivers to look for motorcyclists, and improved road conditions through initiatives such as the diesel spills 'Spiller Killer' message.

Motorcyclists are seen as one of the most vulnerable road users and improving their safety is crucial. Despite making up only 1% of all traffic, they historically account for up to a third of all fatal crashes in the county.

The promotional video can be viewed at: www.youtube.com/watch?v=W-7b5l62f14

Notes for Editors:

Councillor Margaret Rogers, 01297 680384.

Michael Newcombe, Road Safety Officer, 01271 388496.

For further details on the winter Bikesafe sessions visit:

www.devon-cornwall.police.uk/v3/roadsafe/motorcyclists/bikesafe/index.htm

• Leader of the Council - Cllr Brian Greenslade
• Chief Executive -- Phil Norrey

• Budget £800 million
• Key investments include:
• Schools £349 million
• Adult and Community Services £164 million
• Environment, Economy and Culture £106 million
• Children and Young People £101 million

• Other important County Council support includes:
• Building programme: £185 million for new schools, roads, care services, libraries and recycling centres

• Political make-up:
• County Council seats: 62
• 33 Liberal Democrat
• 23 Conservative
• 4 Labour
• 2 Independent
• Next County Council elections: May 7, 2009

• Key stats:
• Population: 741,000
• Schools: 365
• Pupils: 96,200
• Children looked after: 584
• Adults helped to live at home: 17,622
• Residential and nursing care: 4,212 adults
• Libraries and Mobile Libraries: 61
• Roads: 12,831 kms (7,973 miles)
• Bridges: 3,500
• Public Rights of Way: 4,960 kms (3,200 miles)
• Streetlights: 71,000
• Illuminated road signs: 10,917
• Recycling Centres: 20
• Recycling rate: 49.21%

Figures may be subject to change

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