Department For Transport: Motorcycle Safety - Named riders

Andrew Phillips

The UK Department for Transport approached motorcycle safety communication by using planning to change attitudes and claimed behaviours by humanising motorcyclists to those most likely to cause them harm.

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...

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