Akcelo has partnered with the Transport Accident Commission (TAC) to launch the ‘Use Protection’ campaign at the Qatar Airways Australian Motorcycle Grand Prix 2024 on Phillip Island.
With more than 80,000 attendees from across the country, the initiative aimed to transform riding habits by promoting the importance of protective gear among Victorian motorcyclists.
Combining entertainment, education, and technology, this bold activation was designed to resonate with riders who came to the Australian Motorcycle Grand Prix for the thrills, not safety lectures. Akcelo crafted a cheeky yet impactful campaign that engaged motorcyclists in an interactive way, while delivering a crucial road safety message.
The campaign centred around an immersive experience at the GP Expo and was supported by prominent billboards and banners around the racetrack, ensuring maximum visibility.
Visitors participated in the ‘Let’s Get It On’ protection challenge – a fast-paced quiz testing their knowledge of protective gear, with opportunities to win prizes. This interactive experience ensured riders left with critical safety insights.
One of the highlights was the Rider Innovation Display, which showcased the latest in motorcycle gear, blending cutting-edge style with advanced protection. Additional elements such as trackside trivia and engaging social media content amplified the safety message beyond the event.
Aden Hepburn, CEO of Akcelo said: “Riders make up just 4% of vehicle registrations but account for 25% of serious injuries and 18% of road deaths in Victoria. As a new rider myself, these stats are alarming and highlight just how critical this project is in promoting safety and changing behaviour.”
Simon McCrudden, brand strategy pat Akcelo commented: “Riders know the benefits of wearing protective gear, but sometimes things get in the way of their best intentions. Changing behaviour for this audience requires a combination of education with a cut-through and fun message delivery to motivate them and make the message memorable on an ongoing basis.”
By blending humour, entertainment, and engagement, the Use Protection campaign sets a new standard for behaviour change initiatives and experiences. Through its rider-first approach, it made a lasting impact on road safety, helping to reduce serious injuries and fatalities among motorcyclists.
Credits:
Client – Transport Accident Commission (TAC)
Executive General Manager: Jacqui Sampson
Senior Vehicle Safety Specialist: Julian O’Loughlin
Partnerships & Community Engagement Team Manager Order Community Division: Jake Johnson
Partnerships Advisor: Georgia Hillman
Creative Agency – Akcelo
Managing Partner Melbourne: Jon Kenyon
Partner, Strategy: Simon McCrudden
Director, Events & Activations: Britt King
Project Director: Ian Davidson
Junior Event Producer: Ben Turner
Senior Account Director: Jenna Featherstone
Group Creative Director: Louise McQuat
Creative Team: Ilya Aronovich & Misha McDonald
CEO: Aden Hepburn
