Motorcycle Safety: Named Riders

The THINK! campaign took a novel approach to motorcycle safety communication - changing attitudes and claimed behaviours amongst key audiences by humanising motorcyclists to those most likely to cause them harm.

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...

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