Road Safety Commission launches motorcycle safety campaign via The Brand Agency
The Brand Agency and Road Safety Commission launched a new motorcycle safety campaign over the weekend to coincide with the MotoGP.
Motorcyclists are a vulnerable group of road users, and alarming statistics show that of the 196 people who died on WA roads last year, 21% were motorcyclists. Considering they represent only 4% of the total vehicles on our roads, this percentage is too high.
Acting Road Safety Commissioner Iain Cameron said motorcycle riders and their pillion passengers are among the most vulnerable road users in Western Australia.
“Last year, 60% of the 40 motorcycle fatalities on WA roads were single vehicle crashes, so we’re asking riders – don’t push it, ride to arrive.”
The TVC shows a motorcyclist increasing in speed, which syncs to the rising danger of obstacles that lie ahead. We see that increasing speed directly increases the size of the threat, making it less likely the rider will be able to avoid the hazard. The voiceover explains: “The more you push it, the more dangerous the road becomes”.
The TVC is part of an integrated campaign which includes multiple channels, such as cross-platform video, out of home and digital. Audience profiling made it apparent that a combination of contextually relevant and highly targeted media placements was needed to deliver the campaign effectively. As a result environments that provide the highest message resonance were focussed on.
Natalie Pearson, Business Director, The Brand Agency commented: “Motorcyclists are over-represented on road deaths, with rider behaviour, especially speeding, being a dominant factor. In the first phase of this campaign we want to encourage riders to slow down”.
Credits
Client: Roger Farley, Assistant Director Strategic Communications
Client: Alisia Mumby, Campaign Project Officer
Agency: The Brand Agency, Perth
Creative Director: Steve Straw
Associate Creative Director: Dave Donald
Creative Team: Dave Donald, Steve Straw
Agency Producer: Philippa Groom
Senior Strategist: Hannah Muirhead
Account Management: Natalie Pearson, Darcy White
Media: Angela Naaykens, Shauni Giles, Naomi Fuller
Production Company: OTTO Empire
Producer: Jess Langley
Director: Prad Sen
VFX: Cadre Pictures
Post-production: Puffin Post
Audio: Soundbyte