Look twice, save a life: new Norfolk campaign urges drivers and motorcyclists to share the road safely
We share the road. We share the responsibility. That's the message from a new campaign being launched by the Norfolk Road Safety Partnership to prevent serious collisions involving motorcyclists in the county.
Motorcyclists are some of the most vulnerable people on our roads and are disproportionately represented in fatal and serious injury collisions in Norfolk.
The campaign, which looks at what good riders and good drivers do, follows a survey of more than 1,200 riders in the region and collision data from the road safety partnership. These show the biggest risks can be the decisions we make when riding or driving, what we notice and how we respond to hazards.
Councillor Scott Hussey, Cabinet Member for Public Health/Road Safety at Norfolk County Council, said: "Motorcyclists are among the most vulnerable people on Norfolk's roads. Too many collisions happen because someone didn't look properly.
"This campaign asks something simple of every rider, driver, and pedestrian: look twice to save a life - it could be yours."
The campaign has also joined up with YouTuber George's Car Media to produce a series of short videos explaining how small behaviour changes can make big changes on our county's roads.
Scott Norman, Deputy Chief Fire Officer at Norfolk Fire & Rescue Service, which has co-created the campaign, said: "Most motorcycle collisions involve another road user, which is why this campaign is aimed at motorists and riders.
"The biggest contributory factor we have seen is people failing to look properly or looking and not seeing - so a simple act like looking twice can really save lives."
As part of the campaign, the Norfolk Road Safety Partnership is offering the Hugger motorcycle training course at half price for all residents in the county on sessions booked between August and October 2026.
Further advanced rider and driver courses are also available. To find out more about the campaign or book a course, visit www.norfolk.gov.uk/wesharetheroad
Five small changes that can save a life:
- Keep learning
Training helps riders and drivers refresh good habits and identify and resolve risks earlier.
Slow down and think ahead
This gives more time for riders and drivers to spot and respond to hazards.
Look twice
Because motorcyclists can be difficult to spot. When you complete a second look it can prevent a life-changing collision.
Stay focused
And recognise that tiredness, distraction, frustration and overconfidence can affect judgement and decision-making.
Protect yourself
Wearing appropriate protective clothing and equipment in all weather conditions will reduce the severity of injuries if a crash occurs.
