The dark side of Daytona Bike Week is when, almost every day, it is reported to our booths that another biker has been killed. Last year’s event saw a record number of biker deaths, and too often many drivers don’t see the motorcycles coming until it’s too late. Of the 21 motorcycle riders who died during last year’s Bike Week, nine were in accidents caused by a car or truck driver. That’s why the Bike Week Safety Task Force is trying to send a message to everyone who will be on the roads during this year’s Bike Week: "Look twice. Save a life." The campaign, already seen on six billboards, bus advertisements, temporary signs and fliers sent to local churches and homeowners associations, is aimed at local car and truck drivers, telling them what they can do to avoid collisions with bikers. Their suggestions include double-checking blind spots, avoiding driving distractions such as cell phones or food, and leaving a four-second distance between your car and a motorcycle in front of you. And, of course, paying special attention to oncoming traffic before you turn. Nationwide, motorists cause half of motorcycle fatalities.