The organisation’s analysis of Department for Transport casualty figures shows that cyclists and motorcyclists account for almost 40% of all deaths and serious injuries (KSIs), equating to an average of one such incident every hour.

The group is highlighting the issue of bike safety to coincide with its national Road Safety Week campaign. “Raising awareness about the safety of those on two wheels, who face much higher risk of death and serious injury than those in cars, is absolutely vital,” commented Brake director of campaigns Joshua Harris.

Department for Transport figures for 2017 show that there were 9740 total bike KSIs in Britain last year, including 101 deaths to cyclists and 349 motorcyclists killed. Two thirds of these deaths took place on the rural network

“Rural roads, with their high speeds, blind bends and few cycle routes, pose particular danger to those on two wheels, with the risk of a fatal rural road bike crash now at its highest since 2010,” Joshua added.

“The Government’s announced focus on rural road user safety is welcome and we encourage the consideration of rural road speed limits and bike safe infrastructure, such as segregated cycle lanes, in its plans.”

In further efforts to improve safety Brake is also calling for drivers to be ‘Bike Smart’ by slowing down, taking care to look properly at junctions and performing the ‘Dutch reach’ to avoid so called car dooring incidents.

Cycling UK head of campaigns Duncan Dollimore said: “In recent years progress on road safety for the most vulnerable road users has stagnated, so we welcome Brake’s decision to focus on the safety of those on two wheels during Road Safety Week.”

National Police Chiefs’ Council lead for roads policing Anthony Bangham also welcomed the awareness raising campaign. “We will be ensuring that forces engage with partners throughout the week to both raise awareness of the dangers and enforce the law,” he said.

Road Safety Week runs from 19 to 25 November.

Photograph: MagicBones – Shutterstock