THINK! has launched its 2016 motorcycle campaign in a bid to improve the safety of the ‘most at-risk user group’ on Britain’s roads.

The campaign will run between March and September and will be social media driven. Its core target audience is ‘male hobbyist’ riders aged 30-59 years. The campaign will run from the THINK! BIKER Facebook page and launched with a series of promoted Facebook posts over the Easter weekend.

The campaign sets out to encourage riders to complete advanced training, wear the correct protective gear and reduce their speeds on country roads. It also reminds drivers to look out for motorcycles at junctions.

THINK! is targeting the 30-59 age category because in 2014 some 59% of all motorcyclist fatalities were in this age range.

The campaign will reuse existing content including the ‘Never Too Good’ series of videos, featuring superbike racer Chaz Davies and comedian Alan Davies, and the ‘Perfect Day’ film.