Shiny Side Up partnership

Based in the East Midlands, the Shiny Side Up partnership (SSUP) comprises a group of dedicated professionals from road safety, collision investigation and police traffic management teams.

Bikers in Derbyshire, Leicestershire, and Nottinghamshire are the focus of our campaign to reduce the number of fatal and serious casualties suffered by bikers – whether riding for leisure or on commuting journeys.

From the outset we recognised that we were trying to influence a special group of road users with a passion for the freedom and flexibility that biking offers.

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