Brand experience and innovation company Akcelo has announced a two-year extension of its partnership with the Transport Accident Commission (TAC) following the success of the 2024 MotoGP campaign at Phillip Island, ‘Use Protection’.
As one of TAC’s longest-running sponsorships, MotoGP remains a powerful platform to engage Victoria’s motorcycle community – a group that continues to be among the state’s most at-risk road users. While motorcycles make up around 3 per cent of registered vehicles, riders account for around 17 per cent of road fatalities and 23 per cent of very serious injuries.
Through TAC’s Spokes program, the 2024 campaign launched the attention-grabbing and disruptive ‘Use Protection’ platform – a creative way to engage the motorcycling community around the importance of wearing the correct gear for rider safety on every ride. By reframing protective gear from an inconvenience into personal protective armour, the campaign connected with younger riders and generated widespread buzz across the MotoGP weekend.
Building on that success, TAC has reappointed Akcelo to evolve and expand the platform over the next two years, continuing to drive awareness, education and behaviour change around protective gear for riders.
Jacqui Sampson, TAC head of community, said: “Our partnership with Akcelo has allowed us to connect with riders in a way that’s fresh, engaging, and behaviourally effective. The MotoGP is a powerful moment to speak directly to the community, and the ‘Use Protection’ platform has helped us reframe safety in a way that resonates emotionally, culturally and is memorable with the motorcycling community. We’re thrilled to continue the partnership and build on this success over the next two years.”
Akcelo’s remit will see the agency deliver a fully integrated campaign across the Grand Prix weekend, anchored by an interactive exhibition activation and extending through the Fan Forum, ambassador content, competitions, welcome packs, and homecoming ride support. The campaign will also be amplified through social channels before, during, and after the event, fronted by Moto2 rider Senna Agius as a key voice for rider safety and protective gear advocacy.
Jon Kenyon, managing partner, Akcelo, said: “This partnership is a perfect example of how creativity can drive cultural and behavioural change. TAC continues to be a bold, purpose-led client willing to challenge conventions to make a real impact. We’re proud to keep pushing the ‘Use Protection’ platform forward to help prevent rider injuries.”
