Transport Scotland

Motorcyclists2019

11 Aug

Written By Lynne Dickens

Motorcycle safety in Scotland using applied psychology to influence rider behaviour (PRIME)

Amount awarded

£215,250

Complete

2023

Making roads safer for…

Motorcyclists

Motorcyclist on country road in Scotland

Project summary

This funding led to the development and evaluation of PRIME (Perceptual Rider Information for Maximising Expertise and Enjoyment) road markings to improve motorcycle safety.

An evaluation of PRIME markings has showed positive effects for motorcycle safety in Scotland, where installation at 22 trial sites led to significant improvements in rider behaviour on left-hand bends. No change in motorcyclist behaviour was found at control sites, where PRIME markings were not installed.

Key findings from over 32,000 motorcycles observed on video at these sites include:

Reduced speeds on critical bends
Improved road positioning, both approaching and navigating bends
Better braking behaviour, enhancing rider control
Zero injury collisions at sites previously identified as high-risk

These remarkable results earned Project PRIME the prestigious Prince Michael International Road Safety Award in December 2023, celebrating its outstanding contribution to road safety.

In 2023, a further grant was provided towards PRIME phase 2. The project is aiming to consolidate the understanding of the benefits or drawbacks of installing PRIMEs based on characteristics of specific locations, such as untreated roads and right-hand bends.

In 2024, a PRIME installation toolkit was launched to provide local authorities and their road safety partnerships with the resources to replicate its success.

Download the final summary report →

Download the PRIMEs pamphlet →

Scotland

Lynne Dickens

Spot On Creative is a Northants-based creative team who have the hard-earned skills, expertise and industry knowledge that only come from having worked for years in advertising. It’s all managed by Lynne Dickens who has over 20 years’ experience in marketing communications, and ten years in website design and build, and creative team project management.

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All the guys in our team have worked for one-man bands, SMEs and large blue-chip multinationals in just about every sector, field and industry. We can come up with great ideas, superb design and copy, and exceptional photography for anything from websites to email campaigns, branding to brochures – and everything in between.

And the beauty of Spot On Creative is that we’re big in creativity, experience and knowledge, but small in overheads and invoices. So we’re a much more sensible and affordable option for you than a larger advertising agency or marketing company.