Most people can remember their first bike, or at least the feeling that comes with their first bike. In celebration of facilitating this feeling of adventure, or misadventure, for 110 years, Malvern Star has launched a social media campaign called #MalvernScars.

The campaign, created by AJF Partnership Melbourne for Australia’s most famous bike brand, encourages people to upload a photo and a quick story about their bike adventures and possible mishaps from them. The development of the hashtag #MalvernScars means people can use this hashtag to participate across a wide variety of social media platforms, Facebook, Instagram, Twitter etc.

The campaign also aims to increase the awareness of bike safety and with every purchase on selected bike models Malvern Star will reward customers with a bike safety pack worth $149 for free.

The most memorable entry for each day will also receive a Malvern Star bike worth $1000.

“It’s a great way for people to remember the sense of freedom that comes with owning a bike,” Steve Paraskevas general manager of Sheppard Cycles (owner of Malvern Star) said.

“Everybody has a fun bike story that’s worth sharing. #MalvernScars will be a collection of photos and tales that should be fun to interact with.” AJF CD Adam Francis said.

The campaign runs until December 20^th. Check it out here.