Hard at work on the production

“Meeting the demands of young people with very specific attitudes and ideas can pose problems”

The main biking season for fair-weather riders has drawn to a close, but for the dedicated group of people who choose to get on their bikes all year round, there is still plenty more biking to do. The Motor Cycle Industry Association (MCI), also won’t be putting down tools as the winter approaches. It has been a demanding but productive year for the MCI, which has seen long and short-term projects and campaigns come to fruition.

A new chapter is now underway as the industry takes on more challenges and deals with the change of political figures and a new DfT team, as well as fighting back against the challenges that come from Europe, most notably the Third Driving Licence Directive. Working with young people and striving to educate responsible road-users and establish a safer environment for motorcyclists is now highlighted as one of the key priorities for the MCI.

Act your age
Following on from the success of the DVD, A Street, A Track, An Open Road, produced by the MCI and launched earlier this year to promote safer riding, MCI is now undertaking a new project to produce a DVD designed specifically for scooter owners and with younger riders in mind. The MCI is uniquely working with The Metropolitan Film School and Remote Productions and has developed links with Transport for London (TfL) and LARSOA. TfL are producing a web resource for young people and teachers and, after discussions with MCI about this project, both parties realised there was scope to offer a more comprehensive package, with the MCI producing a tangible product for young people and TfL supporting the distribution across 11 London boroughs.

Students get to work with the production

This mission is very distinct and the production of the DVD as a joint venture with the co-operation of the Metropolitan Film School and Remote Productions. Meeting the demands of young people with very specific attitudes and ideas can pose problems, particularly when dealing with tricky topics like motorcycle safety, which is where the project has benefited from a collaborative approach. Safety clothing, helmets, riding style, training, pillions and attitudes are some of the issues that are addressed through an unusual script that uses humour to deliver the messages. Young people, some scooter riders, have been involved in the planning and development process from the beginning and have been involved in creating the theme and script. Focus groups have been on hand to vocalise viewpoints to help the industry craft a product that is entertaining, informative and relevant. Lewisham Road Safety Department have been very important to the project and worked with MCI to run the focus groups, provide suitable locations and police liaison.

Launched at the end of November, distribution will be via Road Safety Officers, Transport for London and the MCI. Other sectors of the industry such as dealers will also come on board to assist with the distribution.

For a review copy, contact: Jenny Luckman at the MCI on 02476 250 806

Youth on the move
Educating young people who are already on two wheels or those who are thinking about it is one of the MCI’s objectives. But beyond that it also has a social responsibility to promote safe road use for all. The industry’s Youth Strategy – Educating our Future Road User Users was launched at the International Motorcycle and Show at the NEC in October 2005.

Youth Day with BSM at the NEC show

“MCI research found that only half of teachers who responded were teaching road safety to pupils aged 14-16 years”

Since 1998, MCI has worked with a number of key organisations, including the expanding High Wycombe-based Skidz project, to develop a range of initiatives for young people aimed at making them aware of the responsibilities of road use from a young age. The industry has made a commitment to youth education, created a dedicated department, and has previously organised a number of events, including Youth Day at the International Motorcycle Show at the NEC and organised a conference, “Road User Education – Working Towards Sustainable Road Safety” a major event for people who work with young people. The industry’s new Youth Strategy is an extension of the activities and planning that have been in progress for over five years. In response to the Department for Transport’s (DfT) National Motorcycle Strategy, launched in February 2004, the industry has identified three key areas to develop its youth programme: citizenship education, a GCSE and careers.

The Citizenship pack is well developed and is linked to the Key Stage 4 syllabus, which has 12 individual units on topics as diverse as planning a community event to crime. The pack contains a guide for teachers/tutors and a toolkit of activities, puzzles, articles of interest, web links and assessments, and offers a unique opportunity to discover the various elements about road use in assorted contexts. MCI carried out research among all secondary schools in the UK, which found that only half of teachers who responded were teaching road safety to pupils aged 14-16 years. Teachers who didn’t include it cited lack of time or resources (89%). However, 95% of the respondents said they would use the pack if it is made available to them.

To find out more about this pack or sponsorship opportunities, contact Jenny Luckman at MCI on:
Tel: 02047 6250809
E-mail j.luckman@mcia.co.uk

Winner of the Industry Award with Dougie Lampkin and John Reynolds

The DfT’s National Motorcycle Strategy was launched in February this year, following almost six years of discussion among motorcycle rider groups, MCI and other relevant motorcycling organisations. The launch of the National Motorcycle Strategy, in the run up to the election, outlined a broad range of actions and objectives, from ensuring motorcycles continue to receive attention in planning guidance to investigating current training courses to identify good practice.

The National Motorcycle Strategy recommendations underpin the MCI’s work and as well as the youth activities the association has outlined key areas for development and improvement over the next five years including: BikeSafe funding, bikes in bus lanes, licensing, parking, training standards, speed awareness scheme for motorcyclists and motorcycle provision in Local Transport Plans.