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Motorbike riders targeted by campaign

Motorcyclists in East Anglia have become the targets of a recent advertising campaign aimed at reducing the number of collisions between cars and bikes in the area.

Television and radio advertisements designed to make car and bike riders more aware of one another are being backed by the Department for Transport. The central message of the campaign is: "Take longer to look for bikes".

A poster campaign will also encourage motorcyclists to exercise more caution when on the road, as well as ensuring that they remain highly visible to other vehicles; thus reducing the necessity of making bike insurance claims.

John Goodwin, chairman of the Suffolk Motorcycle Forum, said that both car and bike drivers needed to be more vigilant on the road and that compulsory retraining should be introduced for those involved in accidents.

More than 800 motorcyclists were killed or seriously injured in East Anglia during 2004.

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