AIMIA Awards - Highly Commended

AWARD Awards - Finalist

Webby Awards - Finalist

THE CHALLENGE:

Everyone knows that motorcycles can be dangerous and that riders are at a much higher risk of injury and death than the general population.

But riders do it for a reason - it's what they love - and they've become resentful and immune to the fear-mongering approach of traditional road safety campaigns.

THE IDEA:

'If you live to ride, ride to live.'

For Transport NSW’s new motorcycle safety campaign, we wanted to change the tone by encouraging riders, thanking them for lessening their impact on our roads and traffic, and telling them we understand that riding is a way of life.

Instead of preaching death statistics, we encouraged riders to sharpen their skills, watch out for black-spots and plan ahead, share their knowledge of popular rides and favourite roads, and bring the community together to keep everyone safe, and riding.

Not only were our ideas successful in securing the account, but those concepts went on to be produced exactly as they were imagined. 

The result is a sleek, fully integrated and technologically innovative road safety campaign, that changes the focus of motorcycle safety messaging.

See the campaign website, or press with related media.

CAMPAIGN VIDEO:

WEBSITE SCREENS: