The Automobile Association (AA) Charitable Trust’s Think Bikes campaign is being launched across Europe, the Middle East and Africa by the FIA.

The campaign encourages all drivers to do a double-take in their mirrors for those on two wheels. It now has the potential to reach millions more drivers across the 111 motoring clubs within this region.

Edmund King, director of the AA Charitable Trust, said: “We are so proud of how well received the campaign has been in its first year and are delighted by this latest development.”

FIA Region I Director General, Jacob Bangsgaard, said: “The AA’s Think Bikes campaign was a playful, but also important reminder that drivers must keep vulnerable road users in mind, especially when driving in city centres where 33% of the traffic is on bikes, motorcycles or scooters.”

It was awarded the FIA (Fédération Internationale de l’Automobile) Region I Innovation Award and was nominated for the Cycling Media Awards.

Previous AA-Populus research revealed that the vast majority of drivers admit it is sometimes hard to see those on two wheels while driving (93% for cyclists; 85% for motorcyclists); and more than half (55% for cyclists; 57% for motorcyclists) are often ‘surprised when they appear from nowhere’.