Department of Transport motorcycle safety: Named riders

This paper describes a novel approach to motorcycle safety communication, involving a unique behavioural change model.

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...

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