Department For Transport: Motorcycle Safety - Named riders
Andrew PhillipsAbbott Mead Vickers BBDO
199 WORD SUMMARY
This is the story of how planning defined a novel approach to motorcycle safety communication - changing attitudes and claimed behaviours by humanising motorcyclists to those most likely to cause them harm.
This idea shows the value of tenacity, and not settling for easy answers. As we have demonstrated, the planning behind many other award winning campaigns stopped too early. In this case, we asked ‘why’ not once, not twice, but three times.
We discovered that inattentional blindness explained why drivers look but...