Motorbikes make up less than one per cent of road traffic but account for more than 20 per cent of serious and fatal vehicle casualties in the UK.
To address this stark statistic adam&eveDDB and Highways England have created a new campaign encouraging motorcyclists to take control of their own safety by taking as much care of their own bodies, as they do their beloved bikes.
The campaign focuses on the launch of a brand-new “bike parts” shop but, instead of bike parts, the shop stocks prosthetics used in surgery to repair the body after a crash.
Adam&eveDDB created an online film showing the unsuspecting bikers’ reactions when they find out what the parts in the shop are really for. The film ends with the strapline ‘Bikes repair easier than bikers’.
Check out the clever spot below:
Annemarie Hennessy, head of marketing and events at Highways England, said: “While motorbikes account for less than one per cent of vehicles on UK roads, more than 20 per cent of all serious injuries and fatalities happen to motorcyclists. In addition to raising awareness through BikerTek, we are encouraging riders to attend advanced riding courses such as BikeSafe and Biker Down run by the emergency services, plus those from the Institute of Advanced Motorists and RoSPA.”
Mike Stern, managing partner at adam&eveDDB, added: “Bike safety campaigns tend to use shock tactics, but that approach can often miss the mark. We wanted bikers to be as passionate about their safety as they are about their bikes. With BikerTek, we were able to engage bikers in new way and talk to them directly about an issue they can’t afford to ignore.”