His life has changed forever and he and his family are still coming to terms with what happened and the long-term implications of the crash.

Luke is participating in this campaign to help other young riders understand the dangers they can face on the road, and to do everything they can to stay safe.

Luke says that, like most riders, he thought: “It’ll never happen to me.”

He encourages other riders – especially those who are young and inexperienced – to enjoy riding, but to do everything possible to stay safe.

Specifically, he urges them to give riding their full attention, watch their speed, take advanced training and wear the right gear.

He also urges riders to think about family and friends, and the impact a crash has on them.

“I don’t want other families to go through what I’ve put my family through,” he says.

The road safety teams participating in the campaign hope that young riders will listen to the message Luke is conveying in this campaign - because he is one of them.

The campaign is not saying don’t ride - but it is saying saying do everything you can to stay safe while riding.

Campaign resources include a radio commercial, poster, leaflet, website and a short film in which Luke visits the scene of the crash and tells his story in his own words.

The campaign was launched in March 2008 and the road safety teams participating in it are:

• Bedfordshire and Luton Casualty Reduction Partnership
• Bradford Metropolitan DC
• Buckinghamshire CC
• Calderdale Council
• Cheshire CC
• Cornwall CC
• Essex CC
• Northumberland CC
• South Gloucestershire Council.

For further information on campaign resources contact Jo Lazar, campaign manager.