Daytona Public Awareness Campaign Urges Drivers and Riders to Take It Easy During Bike Week

DAYTONA BEACH, Fla.--March 7, 2005--The Motorcycle Safety Foundation (MSF), in partnership with the Daytona Chamber of Commerce, joins numerous industry sponsors and local businesses to urge both drivers and riders to Take It Easy and be extra careful on the highways during Bike Week.

This year's program, the fifth annual Bike Week public awareness campaign, encourages car drivers to be alert to motorcyclists on the roads. The Take It Easy message and new "Ride Safe Drive Safe" tagline will be communicated through radio promotions, banners, T-shirts, and the distribution of thousands of commemorative pins.

The 2005 Take It Easy campaign is sponsoring the Daytona Chamber of Commerce's high-visibility Welcome Center on Main Street, and its staff will be wearing Take It Easy T-shirts throughout the week.

As in years past, on Friday, staff of each participating motorcycle manufacturer will wear Take It Easy T-shirts in a show of solidarity and support for the program, and to reinforce safety messages to riders and motorists in Daytona Beach.

"We want to get everyone in the Daytona Beach area to think about safety on the streets and to look out for the other motorist, whether on two wheels or four," said Tim Buche, president of the Motorcycle Safety Foundation. "This year's Take It Easy message is that there'll be more than half a million riders in town for Bike Week, but that it only takes one rider -- or driver -- to spoil the fun. Drivers have to be more aware of motorcyclists and share the road, and riders need to ride responsibly and respect other roadway users."

As part of this year's campaign, radio advertisements began running the week before visitors arrived. With Bike Week underway, the same radio stations are using the Take It Easy message at their live remote broadcasts from various events. The Take It Easy logo, used in conjunction with the official Bike Week logo, is splashed on banners at gas stations, restaurants, and other businesses throughout the area. Take It Easy teams will be spread from the ocean to the speedway, wherever riders gather, sharing the Take It Easy message and passing out pins. Riders can also pick up pins for their collections at the Bike Week Welcome Center on Main Street and at locations throughout the region.

The Motorcycle Safety Foundation urges all riders to follow these safety recommendations:

-- 1. Get trained and licensed. Take the MSF Basic RiderCourse(R) if new to motorcycling.

-- 2. Be a lifelong learner. Expand existing skills with the Experienced RiderCourse(R).

-- 3. Wear protective gear.

-- 4. Ride straight.

-- 5. Ride within your limits.

About MSF

Since 1973, the Motorcycle Safety Foundation(R) (MSF) has set internationally recognized standards that promote the safety of motorcyclists with rider education courses, operator licensing tests, and public information programs. The MSF works with the federal government, state agencies, the military, and others to offer training for all skill levels so riders can enjoy a lifetime of safe, responsible motorcycling. The MSF is a not-for-profit organization sponsored by BMW, Ducati, Harley-Davidson, Honda, Kawasaki, KTM, Piaggio/Vespa, Suzuki, Victory and Yamaha. For RiderCourse(SM) locations nationwide, call 800-446-9227 or visit www.msf-usa.org. For information about rider training in California, call 877-RIDE-411 or visit www.ca-msp.org.

The MSF's mission is to make motorcycling safer, and more enjoyable, by ensuring access to lifelong quality education and training for current and prospective riders, and by advocating a safer riding environment.

The MSF Rider Education and Training System(SM)

The Motorcycle Safety Foundation(R) is the internationally recognized developer of the comprehensive, research-based, Rider Education and Training System(SM) (MSF RETS). RETS curricula promote lifelong-learning for motorcyclists and continuous professional development for certified RiderCoaches(SM) and other trainers.

More than three million motorcyclists have graduated from basic or experienced RiderCourses(SM). Each year throughout the nation and the in the military, there are approximately 7,000 MSF-certified RiderCoaches(SM) actively teaching, each trained by one of a team of more than 200 MSF-certified RiderCoach Trainers.