A NEW motorcycle campaign is being launched to target reckless motorcyclists and help reduce casualties and death's on the region's roads.

Figures issued by the Safer Roads Partnership in West Mercia reveal that motorcycles last year represented one per cent of road traffic but accounted for 18 per cent of all fatalities nationally.

Over the past three years in Worcestershire there have been 20 fatalities and 634 casualties following collisions involving motorcycles, which represents 21 per cent of all road deaths in Worcestershire.

The campaign is aiming to target both motorcyclists and car drivers with the aim of increasing general awareness and offering additional training.

Roadside posters are being erected along key motorcycle routes throughout Worcestershire and neighbouring counties, highlighting routes where both motorcyclists and drivers need to take more care and be more aware.

Within Worcestershire this activity will be targeted along the A44 travelling into Herefordshire.

As part of the campaign the Safer Roads Partnership will also be offering free of charge RideCheck' rider assessment sessions through the Institute of Advanced Motorists (IAM) to motorcyclists living within West Mercia.

RideCheck is a short assessment aimed at everyone who is interested in safer motorbike riding, which takes about an hour and is run by a local IAM group.

RideCheck candidates also become an Associate of the IAM for a period of 12 months which entitles members to regular newsletters, magazines and other offers.

Advertising on bus backs and within local petrol stations will also be running through the rest of March and April.

Vicki Bristow, communications manager for the Safer Roads Partnership in West Mercia, said: "Worcestershire has some excellent biking roads and as such attracts many riders to the area travelling through to Herefordshire and into Wales, particularly at weekends and when the weather is good.

"This campaign is aiming make motorcyclists and car users more aware of the risks that are present when they are out on the county's roads and to also increase the level of training on offer to motorcyclists within Worcestershire.

Sgt John Roberts, West Mercia Constabulary, said: "Rural areas like West Mercia attract large numbers of leisure motorcyclists using powerful bikes and the majority of collisions involving motorcyclists occur on the fast A and B roads across the area.

"Many of these type of motorcycle collisions are caused by the riders' lack of skill combined with riding at excessive and inappropriate speeds for the road and conditions.

"Encouraging people to ride safely is an important part of the constabulary's 'Seven Deadly Sins' road safety strategy and we welcome the IAM initiative which will seek to improve rider's skills and awareness and encourage them to take further training to reduce the risks of collisions.

"In addition, there also remains a minority of reckless motorcyclists who continue to endanger their own and other's lives by riding in an anti-social and inappropriate manner on our roads.

"We will be using marked and unmarked cars and motorcycles to target this behaviour and bring prosecutions where necessary as well as focusing on drivers of other vehicles who cause danger for motorcyclists."

Nigel Murray, district liaison officer for Worcestershire County Council, who also rides a motorbike for work, said: "Riders and drivers should never stop learning.

"Every trip provides opportunity to enhance skills - even the most experienced riders can re-evaluate their activities.

"At this time of year many riders are rusty after the winter and should take any opportunity to refresh their ability and raise their awareness of the hazards on our roads."