Allstate ONE Program Expands


Over the last three years, Allstate has worked to install 167 “Watch for Motorcycles” signs in 37 different cities across 19 states. In 2014, the ONE (Once is Never Enough) program expanded into three new cities, three new states with an additional 12 new signs.

Established in 2009, Allstate’s Once is Never Enough (O.N.E.) program is an awareness campaign created to help reduce the number of motorcycle crashes involving other vehicles at intersections while attempting to standardize motorcycle warning signs across the United States. Allstate’s primary message of the campaign is simple: look twice for motorcycles, because once is never enough.

The program is informed by research and studies suggesting that motorcycle crashes involving other vehicles at intersections are among the most preventable, including:

The Motorcycle Accident Cause Factors and Identification of Countermeasures1 – otherwise known as the Hurt Report and considered by many to be the benchmark for motorcycle crash research – concludes that a majority of motorcycle crashes involve a collision with another vehicle, intersections are the most likely place for a motorcycle crash and the failure of motorists to detect and recognize motorcycles in traffic is the predominating cause of motorcycle crashes.

Data from the National Highway Safety Administration’s Fatality Analysis Reporting System2 continues to support the Hurt Report’s findings, as it shows 46 percent of all multi-vehicle motorcycle crash fatalities (8,107 out of 17,470 fatalities from 2006-2012) occurred at intersections.  This data shows that, on average, three motorcyclists are killed every day from multi-vehicle crashes at intersections in the U.S. (8,107 / 7 years = 1,158.1; 1,158.1 / 365 days = 3.17 riders).

Throughout the program, Allstate and its engineering partners work closely with local traffic authorities to review available crash data and to identify intersections with a high number of multi-vehicle crashes involving motorcycles. Allstate then donates warning signs to be installed at the site with the intent of elevating awareness of motorcycle incidents that would not be readily apparent to a driver.

The warning signs used in the campaign are yellow diamond warning signs that read “Watch For Motorcycles.” Allstate worked in conjunction with the Federal Highway Administration to design the current sign to ensure compliance with section 2A.06 paragraph 13 of the M.U.T.C.D.






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