Honda is backing #TakeAnotherLook, a new road safety campaign launched in Scotland by three women who tragically lost their partners in motorcycling collisions.

The world’s leading manufacturer of cars and motorcycles is joining forces with Tracey Marsh, Maureen Rutherford and Jacqueline Dickson, alongside campaign organisers Motorcycle Law Scotland and the wider motorcycling community, to help eliminate one of the common causes of road traffic collisions.

#TakeAnotherLook urges all road users to stop and look again for motorcycles at junctions. Tracey, Maureen and Jackie’s partners would still be alive today if motorists had been more alert to approaching motorcyclists.

At the forefront of driver-assisted technologies and AI-powered skills education, designed to give drivers confidence and peace of mind on the roads, Honda is set to double the campaign’s initial reach. Leveraging its extensive social media channels, Honda will also rally support for the #TakeAnotherLook petition led by actor Sam Heughan.

Honda has announced that it will strive for zero traffic collision fatalities involving Honda motorcycles and automobiles globally by 2050 and has launched several initiatives to support its goals.

Neil Fletcher, Head of Motorcycles at Honda UK, said:

“Tracey, Maureen and Jackie have shown tremendous bravery to step forward. Their partners were all experienced motorcyclists who loved being out on the road, and we had no hesitation in supporting their campaign.

“Road safety is everyone’s responsibility, from the manufacturers developing new safety technology to car drivers and bike riders, and the simple message of the #TakeAnotherLook campaign holds for everyone. We all must be considerate on the roads and look out for those on four wheels, two wheels, and two feet. We hope the Honda community will get behind the message and help us make a difference.”

Speaking on behalf of the three widows, Thomas Mitchell, partner at Motorcycle Law Scotland, added:

“We are thrilled that Honda, the world’s biggest motorcycle manufacturer, is supporting the campaign. The cases our firm deals with daily for motorcyclists and their families show clearly that motorcyclists are often victims of other road user’s lapses in judgement. So, we need to remind motorists that every time they get behind the wheel of a car, they assume control of a machine capable of causing harm to others. We are very proud of Tracey, Maureen, Jackie and the many other bereaved families who are now sharing their stories and seeking a way to change driver behaviour.”

In Scotland, over the five years up to 2022, motorcyclists accounted for 17% of all fatalities but less than 1% of road users. In 2023, according to the latest Scottish Government figures*, motorcycle casualties increased overall from 467 to 473, with 292 serious injuries reported and 26 deaths.

#TakeAnotherLook is endorsed and supported by the British Motorcyclists Federation (BMF), Motorcycle Action Group (MAG), IAM RoadSmart, Biker Down Scotland, Road Peace, National Motorcyclists Council, Motorcycle Law Scotland (MLS) and Honda. MLS is also taking the women’s campaign directly to the Scottish government to drive a change in attitudes towards motorcyclists.

Key facts:

  • Transport Scotland has set a target of 30% fewer motorcyclists killed or seriously injured by 2030 (Road Safety Framework)
  • *Key Reported Road Casualties Scotland 2023
  • Almost 200 Scottish legal cases involving motorcyclist casualties in 2022 and 2023, supplied by personal injury solicitors Motorcycle Law Scotland, show that more than 70% of fatalities and injuries were caused by errors made by the car or motor vehicle driver at junctions.

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