Gong for Superbike Champion
John Reynolds honoured for his road safety work with sports bikes
Superbike Champion John Reynolds, has had the honour of accepting a Prince Michael Road Safety Award, on behalf of the Shiny Side Up partnership, who created the motorcycle safety campaign 'Fatal Attraction'. The award is sponsored by the Motorcycle Industry Association (MCI).
The awards ceremony took place at the Savoy Hotel in London on Tuesday and was attended by Transport Minister David Jamieson MP and Prince Michael of Kent.
The Shiny Side Up partnership's 'Fatal Attraction' campaign is designed to reduce casualties among riders of sports bikes in the East Midlands region. It commenced in November 2001 when casualty statistics for motorcyclists in Nottinghamshire gave cause for concern.
It is unique in that it doesn't use an authoritarian approach, but tries to embrace the ethos of the rider and encourages motorcyclists to think about the choices they make every time they ride. The Fatal Attraction project is particularly inspiring as it has focussed on changing rider's attitudes.
The campaign recruited Team Suzuki's John Reynolds as its spokesperson and the safety messages were taken to three Superbikes race meetings where 78% of the people surveyed rode sports machines.
12 accidents involved loss of control of the bike.
'Loss of control' is a major contributor to KSI's record by Nottinghamshire authorities; would any of those statistics like to detail loss of control due to diesel spillage or badly repaired road surfaces, a common cause of bike accidents. It is not only the bikers attitude that needs to change, they need to make sure that the local authorities are doing the best they can to provide safe roads to travel on.
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