Based in the East Midlands, the Shiny Side Up partnership (SSUP) comprises a group of dedicated professionals from road safety, collision investigation and police traffic management teams.

Bikers in Derbyshire, Leicestershire, and Nottinghamshire are the focus of our campaign to reduce the number of fatal and serious casualties suffered by bikers – whether riding for leisure or on commuting journeys.

From the outset we recognised that we were trying to influence a special group of road users with a passion for the freedom and flexibility that biking offers.

Why Shiny Side Up?

The name Shiny Side Up was chosen to reflect the bikers’ saying, ‘Keep your shiny side up’ – implying that the rubber should stay firmly on the road!

As a partnership we support and understand the amazing bond between rider and machine. During our campaign we have spoken to many of you through local motorcycle forums, our website, at racing venues, track days and other contact opportunities – and you have left us in no doubt that getting out on your bike is the greatest feeling in the world.

We believe that you recognise our campaign messages – and hope you will bear in mind the information we give you about the risks you take when you are out on the road.

We have tried very hard to inform you where and why fatal and serious crashes occur – you will find that information on this website.

Look at our reports on riders’ attitudes and watch the short films and adverts which spell out the main dangers you face.

You might be surprised!

We’re on the side of the biker!

Throughout the campaign we have tried to respond to your suggestions.

As a result of your concern that drivers don’t see you, we’ve distributed more than 500,000 ‘THINK! bike’ stickers to riders and drivers – in order to reinforce the message that it is vital to look out for bikers.

To alert and inform when you are out riding, we have diligently researched accident reports to establish the region’s collision hotspots. On these routes we have erected signs to remind you that, while biking is a great way to get about, bikers are very vulnerable – especially at busy times.

We also know that the majority of fatal crashes occur on bends on rural roads – your favourite leisure riding routes! To warn you of this we have placed ‘Bends dead ahead’ signs on the approaches to the bends where we know that a number of crashes have occurred.

Wherever you see our signs you should know that the route you are riding has claimed riders’ lives, or left them seriously injured. Use your judgement to make sure you don’t join them.

We will continue our campaign to reduce casualties to bikers who, unfortunately, figure too highly among crash statistics.

We will seek to identify emerging trends in the causes of these crashes, and carefully monitor our statistics and respond with information and messages to help you be more aware of the dangers that may lie in wait for you on our roads.

Enjoy your riding – and be sure to keep your Shiny Side Up!

Shiny Side Up Partners