“Look Twice for Motorcyclists” Campaign by MSF

The Motorcycle Safety Foundation recently launched a new campaign that aims to encourage all motorists to look out for motorcyclists. Thanks to a partnership with California authorities, the message "SHARE THE ROAD LOOK TWICE FOR MOTORCYCLISTS" is displayed on approximately 700 changeable message signs, commonly called "Amber Alert" signs.

At the same time, the MSF strongly suggests that riders wear brightly colored, or contrasting, helmets and upper-torso riding gear so that they are more conspicuous in traffic.

On the 405 freeway, near the MSF's Southern California office, where just one of the hundreds of signs is located, it's estimated that some 250,000 vehicles pass through every day.

"The Motorcycle Safety Foundation, along with many thousands of motorcyclists, applaud the CHP, the Office of Traffic Safety and CalTrans for recognizing the importance of motorcycle safety and for utilizing this very effective medium to promote highway safety," Robert Gladden, director of program administration for the MSF, said in a release.

"We've received a lot of excited calls from riders, media contacts and a variety of people in the motorcycle safety community. We hope that the overwhelming positive response will encourage more motorcycle safety messages like this to be displayed in the future."

Aside from starting this campaign, the MSF (a not-for-profit organization sponsored by BMW, BRP, Ducati, Harley-Davidson, Honda, Kawasaki, KTM, Piaggio, Suzuki, Triumph, Victory, and Yamaha) also promotes rider safety through rider training systems, operator licensing tests and public information programs.