GPY&R and digital marketing agency VML Sydney have launched a major campaign for Transport NSW to raise awareness of motorcyclists and their safety.

The ‘Ride to Live’ campaign takes a pro-riding approach that celebrates riding but also reminds motorcyclists that they should practice safety and be prepared for the risks of the road.

Being over-represented in NSW road trauma, motorcyclists make up approximately 3% of all registered vehicles in NSW, however they account for 15% of road fatalities alone.

Commenting on the campaign, Y&R group managing director, Andrew Dowling said: “It’s really important that the campaign targets riders and the specific risks they face in the right way, speaking in their language to ensure our message is heard loud and clear. As an agency that has always prided itself on delivering effective behavioural change campaigns this is a statistic that we want to see decline.”

Launched last week by the NSW minister for roads, Duncan Gay, the campaign includes a number of TVCs that focus on different riding scenarios as well as an interactive website that provides riders with virtual riding tests, details of some of the best rides in NSW and all the tips and information they need to prepare themselves for when they are on their bike.

Joint ECD’s of GPY&R Sydney, David Joubert & Bart Pawlak said: “We are really proud of the entire team and the work we deliver for NSW Government, the campaign is designed to help prevent further road incidents and fatalities and that is a job we take very seriously.”