A new campaign has been launched to raise awareness of the dangers riders face on the road.

Bikers are involved in a higher percentage of serious accidents despite being much less numerous on the roads, when compared to drivers. In 2016, only 6% of vehicles registered in Malta were motorbikes yet 40% of fatalities were riders, nine riders lost their lives. One of every three grievously injured was a rider.

Transport Malta and the Malta Road Safety Council have therefore decided to focus a campaign on riders and the interaction between riders and drivers on the road.

The aim of the campaign is two-fold, it addresses riders and drivers. It asks riders to be wary and be prepared for the unexpected, to wear protective clothing and not to speed. The campaign urges drivers to be on the lookout and keep their distance.

The first video of the campaign shows a rider avoiding potential accidents at the last moment. The opening scene shows a fatal road accident and the rider is juxtaposed with a group of kids playing a Maltese traditional game, chanting, “Death is coming to get you”. The video serves as a reminder to show how easy it is to cause a potentially serious accident, . The second video in the series and the rest of the campaign will put further emphasis on the plight cyclists face.

Transport Malta and the Malta Road Safety Council will be showing the video on TV and online, teaming up with a number of media outlets to reach a wide audience.