The Andrews Labor Government and the Transport Accident Commission (TAC) have unveiled a campaign to reduce motorcyclist deaths and injuries in Victoria, Australia, as figures show rider fatalities have nearly doubled in 2016.

The campaign is part of Victoria’s response to rising motorcyclist fatalities, with 45 riders killed so far this year, up from 25 at the same time last year.

The aim of the campaign is to reduce collisions between motorcycles and other vehicles – which account for more than half of rider fatalities.

A television advertisement depicts the moments after a motorcycle collides with a right-turning vehicle after the driver fails to see the rider.

Under the tagline ‘Driver think rider. Rider think driver’, the campaign encourages riders and drivers to share responsibility for keeping each other safe.

The Labor Government and the TAC recently announced $12 million for extra shifts for Victoria Police which will see more marked police cars patrolling the state’s roads and highways, targeting speed and drink driving – especially on rural roads, where the majority of the deaths have occurred.

The campaign will launch on Victorian television screens, radios and billboards today and will run throughout November, ahead of summer when the number of riders out on the state’s roads increases sharply.

Minister for Roads and Road Safety Luke Donnellan said: “We can’t accept any deaths on our roads, but to have had 45 riders die already this year is an absolute tragedy.

“Riders will come off second best in a collision with another vehicle so it is critical that drivers are always on the lookout for motorcycles, and riders can help by ensuring they are visible to drivers.”

View the campaign video below.

Main image is taken from the video, courtesy of Transport Accident Commission (TAC).