Road safety minister Mike Penning has urged drivers to give more consideration to motorcyclists using the UK highway network.
Collisions with motorbikes remain a serious problem across Britain, with crashes resulting in damaged tyres and worse still, serious injury.
The call comes as the Department for Transport launches a new £1.2 million Think! campaign urging motorists to see the person behind the motorcycle helmet.
As part of the new initiative, a television advert has been created showing bikers with flashing neon signs attached to their bikes.
These signs show the rider's name alongside information like "new dad" with a voiceover asking drivers to look out for motorcyclists.
The advert has been created after statistics revealed motorcyclists account for 22 per cent of deaths of Britain's roads despite only representing one per cent of traffic.
Mike Penning said: "The campaign I am launching today aims to get drivers to think again about how they look at bikers when they're out on the road.
"I hope this will help to reduce the number of bikers killed and injured in crashes with cars.
The "Named Riders" campaign will begin airing from today (March 2nd).