The campaign, created by Abbott Mead Vickers BBDO, aims to encourage motorcyclists to drive so that they can be seen by other road users. The campaign will also endeavour to heighten people's awareness of motorcyclists on the road.
The push is part of the government's THINK! road safety campaign and activity will focus on a TV spot called "mirror", supported by radio, cinema and leaflets.
The "mirror" commercial begins by showing a motorcyclist in the rear-view mirror of a car. The motorbike disappears and then pops up in the car's right wing mirror, and then slides out of view again as the motorcyclist travels down the outside lane of traffic to get to the front of the queue at some traffic lights. Unaware of the motorcyclist's whereabouts, the car makes a right turn at the junction and collides with the bike.
According to the road safety minister David Jamieson, 605 motorcyclists were killed during 2000. Two thirds of injury-causing accidents involving motorcycles occur at junctions.
Jamieson said: "We have a dual message -- that drivers need to look out for bikes and motorcyclists need to maximise their safety by riding carefully and ensuring that they can be seen."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .