"When will you need a biker?" Ad Campaign

Just read about a new motorcycle awareness ad campaign in the UK -

http://www.visordown.com/motorcycle-news--general-news/when-will-you-need-a-biker-campaign/20329.html

The goal is to associate a rider with the person under the helmet, which makes brilliant sense. After all, you're more likely to give a rider a wider birth or more space if you realize it's your kids schoolteacher. It's also good to see a motorcycle campaign focusing on car drivers