Motor Cycle Industry Wins Prince Michael Road Safety Award

1 November 2006

This award has been given as recognition of the innovative package of its activities, projects and partnership working that is contributing to a safer environment for motorcyclists and scooter riders.

The MCI stepped up its commitment to road safety in 2003 when it produced a challenging 19 Point Safety Strategy which highlighted the priorities and actions that the industry and the Government need to focus on. The strategy identified the key areas that MCI would focus on independently and in partnership with Government and other relevant associations. Specific actions for the Government were also identified and proposed.

The Industry was responsible for initiating a range of motorcycle safety actions which arose from the strategy, The National Motorcycle Council is now a driving force in the implementation of the Government’s National Motorcycle Strategy which aims to make the roads safer for bikes and reduce the number of casualties.

www.mcia.co.uk/S_Industry/AboutSafety.asp

Congratulations to the THINK! Campaign team which has won a National Business Award for its work on teenage road safety. The National Business Awards ' celebrate the best in British business'. Guests of honour at the award ceremony were HRH The Countess of Wessex and skills minister, Phil Hope, who said Gordon Brown calling the Awards the 'Business Oscars'.

The THINK! team's success was for its work on the teenage road safety campaign, including a world first in shooting a TV commercial through a videophone camera.
The campaign was marked excellent in all criteria, which looked at the use of insight and innovation, creativity, use of media channels to reach the target audience, and effectiveness.

The team was also commended for an excellent presentation to the judging panel.