Department of Transport motorcycle safety: Named riders
Principal Authors: Lucy Howard, AMVBBDO; Mark Hughes, CARATContributing Authors: Bridget Angear, AMVBBDO; Craig Mawdsley, AMVBBDO
1. Précis
“This campaign is the best as of yet. The other shock ones gave a message, but this one sticks in your head – bikers are people, and people need to remember about bikers1”
This is the story of how a novel approach to motorcycle safety communication reaped rewards. A category unique behavioural change model changed attitudes and claimed behaviours amongst key audiences by humanising motorcyclists to those most likely to cause...