The partner of a Baildon biker killed in a horrific road crash has backed a £3.5 million advertising campaign designed to save lives on the roads.

The TV adverts, which started this week as part of a new THINK! campaign, show motorbike riders with flashing neon signs on their bikes, giving their names and personality traits – in a bid to bring attention to the person behind the helmet.

The campaign comes after research revealed that road-users are more likely to notice motorcyclists if they personally know a biker.

Janis Bennett, whose partner Mark Dossett, 45, died when a one-armed biker riding a modified machine crashed into him at a crossing today welcomed the scheme which was unveiled by Road Safety Minister Paul Clark.

Miss Bennett, who is also a motorcyclist, said: “A lot of people’s attitudes are that motorcyclists are idiots who ride too fast, but there are a lot of conscientious riders like Mark, who take a lot of care on the roads.

“Hopefully this new advertising campaign will change people’s attitudes and get drivers to take more care.”

The adverts show the rider’s name and describe personality traits such as ‘shy retiring type’ or ‘new dad’, with a voice-over urging road-users to look out for motorcyclists.

There will also be radio, cinema and online adverts as part of the hard-hitting campaign and Be Alive To The Road initiative encouraging new motorcyclists to wear protective clothing and take up further training.

Mr Clark said: “We are working hard to tackle the unacceptable number of collisions where motorcyclists are killed on Britain’s roads and our THINK! campaigns are a vital part of this.

“I hope this bold new approach will help to reduce the number of motorcyclists killed or hurt in crashes with cars in Yorkshire.”

Mr Dossett, who grew up in Heaton, Bradford, and lived with Miss Bennett in Cliffe Terrace, Baildon, died after being hit by Gordon Thackray’s bike on a country crossroads.

Mr Thackray, 58, from Ilkley also died in the crash last April and his 12-year-old grandson, Anthony Windsor, of Yeadon, who was a pillion passenger on Mr Thackray’s bike, suffered two broken legs.

An inquest into the double fatal accident revealed that Mr Dossett was unlawfully killed when Mr Thackray failed to comply with a give way sign at the junction near Askwith, North Yorkshire.