Motorcycle Safety: Named Riders
Abbott Mead Vickers BBDO
SUMMARY
This is the story of how a novel approach to motorcycle safety communication reaped rewards - changing attitudes and claimed behaviours amongst key audiences by humanising motorcyclists to those most likely to cause them harm.
Despite making up only 1% of road traffic, motorcyclists account for a hugely disproportionate 21% of deaths on the road. In 2009, 472 motorcyclists died, and 5,350 were seriously injured in road accidents in Great Britain1.
Of particular note is the fact that 75% of collisions resulting in death or serious injury involve another...