Motorcyclists in Gloucestershire say the death of a rider last week has shown the importance of a new safety campaign aimed at protecting vulnerable road users.
Lee Galbraith, 30, was killed in a collision with a car on the A433 near Cirencester on Thursday.
His death came in the same week that Gloucestershire Road Safety Partnership launched a new campaign called The Invisibles aimed at protecting bikers and cyclists.
The impetus for the campaign was the death of six motorcyclists on Gloucestershire roads during a four-week period in May and June this year – more than were killed in the county in all of last year.
A spokesman for the western centre of motorcycle sport's governing body, the Auto Cycle Union (ACU), said: "The news of another death on Gloucestershire's roads is incredibly sad and our thoughts go out to the rider's family."
Tewkesbury and Winchcombe councillor Jim Mason, a keen motorcyclist himself, said: "This tragic death just shows how vulnerable motorcyclists can be on the roads.
"It's very, very important that drivers look out for motorcyclists and cyclists. It seems that 'I didn't see you' is a common excuse."