Secretary Benson in Detroit to discuss campaign on preventing crashes with motorcyclists

Campaign tackles common misconceptions to help keep road users safe

Secretary of State Jocelyn Benson today in Detroit discussed a new traffic safety campaign – “Motorcyclists Are Hard to See. Look Twice. Save a Life.” – to inform motorists about how best to prevent crashes with motorcyclists.

“A common misconception is that most crashes involving motorcyclists and vehicles occur on highways,” Benson said. “Actually, 84% of motorcycle-vehicle crashes happen on streets, not highways. That’s why it’s important to be aware of motorcyclists no matter where you’re driving.”

Benson was joined by traffic safety advocates for the campaign announcement at the Cadillac Place showroom. The campaign also was unveiled Tuesday in Grand Rapids.

The campaign will run throughout the summer riding season on radio, social media and other digital channels, television monitors at gas pumps and on city buses. Billboards also will be placed at locations including high-risk corridors. The campaign website can be found at Michigan.gov/LookTwice.

The first-of-its-kind campaign promotes motorcyclist awareness, safety and education among motorists. Historically, education campaigns to boost motorcyclists’ safety have focused almost solely on motorcyclists, but Michigan’s other road users are also a part of the equation to make the state’s roads safe for everyone.

Intersections pose a particular threat. Motorcyclists can be difficult to see in heavy traffic because of their smaller profile, and motorists waiting at a red light to turn left may get distracted by their phones or other devices and fail to see an approaching rider in time. “I didn’t see him” is one of the common statements recorded on law enforcement crash reports.

Joining Benson at the news conference were 1st Lt. Mike Shaw, public information officer, Michigan State Police, 2nd District Headquarters in Detroit, and Rachel Wilson, AAA Driver Training lead instructor. Michigan’s driver education curriculum requires at least one hour of instruction about vulnerable roadway users, including motorcyclists. A safety tip sheet for young drivers reminding them to look out for motorcyclists will be made available to driver education instructors across the state as part of this campaign.

Funding for the campaign comes from the Motorcycle Safety and Education Fund created by the Michigan Legislature in 2017. The fund includes $2.50 from each original motorcycle endorsement and $2 from each renewal motorcycle endorsement.

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Media Contact: Shawn Starkey - MDOS-Press@Michigan.gov