Orlando, FL - March 1, 2001 - A grassroots safety awareness campaign for Daytona Bike Week 2001 was unveiled today at the International Motorcycle Safety Conference at the Hyatt Hotel in Orlando. 

According to Tim Buche, President of the Motorcycle Safety Foundation, the comprehensive campaign will be called "Take It Easy" and is aimed at both motorists and riders.

"We are united as an industry, Daytona business and civic leaders are joining us, to increase safety awareness for everyone who uses the roadways during Bike Week 2001."

The "Take It Easy" theme was chosen because it is a commonly used phrase that applies to all aspects of safe riding and driving, including observing all traffic laws, riding or driving unimpaired and respecting all roadway users.

A variety of events and communication methods will be used to spread the safety message. A display at the Daytona Welcome Center will greet riders, and the "Take It Easy" ad campaign will be included in major event guides and programs. Billboards, buses and street banners will feature the "Take It Easy" theme. Area businesses will display and hand out posters throughout the weekend and employees will wear "Take It Easy" t-shirts as a reminder to their customers and will also take part in 'secret shopper' promotions involving the safety message. A list of celebrities, who are avid motorcyclists, including NASCAR's Rusty Wallace and actors Dan Akroyd, and Francesco Quinn will fill the airwaves with public service announcements that will run on major radio stations in the Daytona area.

Also, March 9 has been designated "Take It Easy Friday." All participating motorcycle manufacturers (OEM's) will have their on-site staff wear "Take It Easy" t-shirts and hand out pins and posters in a "first ever" show of industry unity in support of these messages.

Roger Hagie, Director of Public Affairs for Kawasaki Motors Corp., USA and Chairman of The Motorcycle Safety Foundation , says broadcasting the "Take it Easy" message so thoroughly will help reach everyone using the roads in the Daytona Beach area, whether they're riding or driving.

"Our goal is to encourage safety awareness on the streets, on the highways, and in the minds of every person on the road in this part of Florida," said Hagie.

Numerous Daytona area businesses are supporting the "Take It Easy" campaign, along with the Motorcycle Safety Foundation, and the funding member companies of MSF (BMW, Ducati, Harley-Davidson, Honda, Kawasaki, Piaggio/Vespa, Suzuki, Victory and Yamaha) along with sponsorship from Buell and the American Motorcyclist Association.

Bike Week runs March 3-11 in Daytona Beach, Florida.

Call (800) 446-9227 for the rider course nearest you.