Drivers don't like "Look twice for motorcycles" message

John Del Santo and members of ABATE of California, Local 6 in San Diego, California worked hard to get the powers to be to place safety messages on electronic boards reserved for Amber Alerts.  Unless there was an actual Amber Alert, the signs were dormant. Seizing on the idea of using them for a safety campaign, Del Santo convinced San Diego Caltrans, their department of transportation, to utilize the signs for a "Look Twice, Safe a Life" campaign.

 From 1999 to 2008, motorcyclist deaths increased 225% in San Diego County. The California Highway Patrol is conducting a two-year campaign aimed at bringing awareness to motorcycles on the road. Everyone seemed to like the idea of using the electronic signs for this messaging, as suggested by Del Santo. Everyone that is, accept car drivers.  The San Diego Caltrans office has been receiving phone calls from angry drivers saying it's not their responsibility to watch for bikers. The negative response to the safety campaign caught some officials by surprise. They didn't realize car drivers had such a disturbing sentiment about sharing the road.  The response didn't surprise the bikers nearly as much.

With all the distractions facing drivers on today's crowded highways, a simple reminder to pay attention might be all it takes to help reduce crashes. Unfortunately, the response from some car drivers indicates the idea of reducing crashes might be up to the bikers alone.

Hupy and Abraham, S.C. has continued its awareness campaign, spending in access of $150,000.00 on a "Watch For Motorcycles" message on billboards, TV spots and printed media.  Over 217,000,000 views of this message are expected during the start of the motorcycle riding season in the mid-west. To the credit of the car drivers in this part of the country, no complaints have surfaced about this life-saving message.

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