"FORGET the blame game and look out for one another."
That's the message to cyclists and motorists from Humberside Police's casualty reduction officer as National Road Safety Week begins today.
Launching the force's Someone's Son campaign, PC Barry Gardner urged drivers to be on the lookout for cyclists, particular as the nights draw in.
Speaking at the Five Ways roundabout, in Grimsby, which has seen seven collisions involving bikes in the past five years, he said: "The idea of the campaign is to personalise the rider and to stress to people that they are someone's son or daughter, mum or dad.
"Quite often you get criticisms of riders by motorists – but would you treat the cyclist in that way if it was your relative?
"Last year, in North East Lincolnshire, we had one fatality, eight serious and 62 slight collisions involving cyclists. None of them deserved to be knocked off their cycles.
"The majority of accidents are caused by motorists not seeing or looking.
"With a bit more care by the cyclist and more vigilance by drivers, especially at roundabouts and other junctions, we can reduce these figures in the coming months and years."
Although only 17 of last year's cycle collisions took place in the hours of darkness, being visible is of massive importance to cyclists.
With that in mind, police are giving away free cycle lights, hi-vis jackets and ruck sack covers as part of the campaign, which is being funded by Safer Roads Humber, a partnership between local authorities in the area.
The items are available on a first-come-first-served basis (limited to one set per person) from Grimsby Police Station in Victoria Street.
The launch of Someone's Son comes hot on the heels of North East Lincolnshire Council's Night Riders campaign, which saw more than 100 cyclists take advantage of free lights, hi-vis jackets and safety advice.
Of the seven cycle collisions which have taken place at Fiveways roundabout in the past five years, six were the fault of the driver, while just one was caused by poor riding.
East Marsh PCSO Craig Sparkes, who regularly patrols the beat on his bike, admits he avoids the roundabout whenever he can.
His advice to cyclists and pedestrians negotiating a roundabout is to indicate clearly and early, and take an extra few seconds to check for traffic before emerging from the junction.
He said: "We all need to get on better together. There are drivers and cyclists who don't pay attention. You can't just assume as a cyclist that a driver has seen you.
"Always assume nobody has seen you and take care. If everyone pays attention and everyone looks after each other then that should reduce the number of accidents on our roads."
Keep checking your Grimsby Telegraph for coverage of National Road Safety Week.
Find out more about road safety hazards at council meetings North East Lincolnshire Council's road safety officer will be holding a number of drop-in sessions during National Road Safety Week. Not only will advice be on-hand, but feedback will be used to devise future strategies to improve road safety in the borough. The sessions will be held on the following dates: Today, at Cleethorpes Library, from 9.30am to 4pm. Tomorrow, at Grimsby Institute, from 10am to 4pm. Wednesday, at Immingham Resource Centre, from 9.30am to 4pm. Thursday, at Franklin College, from 10am to 4pm. Friday, at Humberston Library, from 9.30am to 3.30pm. For more information, visit www.roadsafetyweek.org.ukFollow us on Facebook and Twitter