Equity and Hastings Champion Safer Biking
Motorcyclists represent 1% of motor traffic in the UK but suffer 20% of deaths and serious injuries from traffic accidents. Equity and Hastings are supporting the UK Government’s strategy of seeking a 40% reduction in motorcycle accident casualties by 2010.
In the UK, our recently acquired businesses Equity and Hastings have launched a major initiative aimed at establishing them as sector leaders in the highly competitive motorcycle insurance market.
An innovative website – www.safebikingday.com – has been created to underpin their commitment to promoting safer riding among the UK’s 1.2 million bikers, a third of whom are covered by Equity Red Star policies.
The site was launched on the UK’s official Ride to Work Day (18 July), amid heavyweight publicity which saw it featured in more than 70 regional newspapers throughout the country. Meanwhile, Equity’s communications manager, Jeffrey Roberts, took part in 30 live radio interviews publicising the initiative.
Jeffrey said: “Motorcyclists represent a disproportionate percentage of UK road casualties; bikers are 45 times more likely to be killed on the road than car drivers – sobering statistics.”
Safebikingday.com is a forum for bikers to share their top safe riding tips and experiences. Its key messages directly support the UK Government’s motorcycling strategy which calls for a 40% reduction in casualties by 2010. A range of additional initiatives is currently being planned to ensure the site creates impact, as well as aiding the Department for Transport’s emotive THINK! motorcycle safety campaign.
Neil Utley, CEO, United Kingdom, added: “We are market leaders, providing insurance to around one in three bikes in the UK, a strength further demonstrated through relationships with Triumph and Harley-Davidson. It’s fitting, therefore, that we take leadership in supporting the Government’s objective to continuously improve biker safety.”