Motorcyclists targeted with safety messages
Two newly launched safety messages are attempting to influence Victorian motorcycle riders.
The Transport Accident Commission has launched an ad aimed at persuading riders to plan for the dangerous mistakes of other road users while a message organised by Maurice BlackBurn lawyers campaigns for a law change to allow bikers to filter between cars.
TAC and the motorcycling community have clashed in the past with the Stop SMIDSY (Sorry Mate I Didn’t See You) campaign, backed by Maurice Blackburn, claiming the TAC unfairly portrays motorcyclists in its advertising.
The Transport Accident Commission’s latest motorcycle safety ad, shot on the Great Ocean Road by Grey Melbourne, highlights the risks motorcyclists face on the road, reminding motorcyclists “that when the unexpected happens, we come off second best” before promoting motorcyclists to “brush up” on their skills and visit TAC’s spokes.com.au.
The website supports the campaign and provides motorcyclists with information on gear, and tutorials with tips on dealing with different road types.
The campaign was launched by Victorian Assistant Treasurer Gorgon Rich-Phillips who said in a statement: “This campaign highlights to motorcyclists the types of risks they face every time they head out for a recreational ride and reminds them that it’s important to do everything they can to reduce their personal risk.”
The TAC said it consulted with key motorcycling groups in the development and production of the campaign and the online tutorials.
Meanwhile, members of Australia’s motorcycling community, with the backing of Maurice Blackburn, are campaigning for state and territory governments to legalise ‘lane filtering’.
The campaign is pinned on an animated graphic, created by Gozer, which explains the practice of lane filtering (motorcycles moving between lanes of slow or stationary traffic) in the hopes of conveying to audiences lane filtering’s economic and safety benefits and potential to reduce road congestion.
John Voyage Maurice Blackburn principal said in a statement: “In releasing this video we hope that policy makers see how this is a simple and effective practice. ”
The campaign’s video production was funded by Australia’s riding community who bought Stop SMIDSY t-shirts.
The ad cites a European study which shows lane filtering is safer for riders.
“There is strong evidence from Europe that shows that it’s six times more dangerous for riders to be stuck behind stationary vehicles than it is for those allowed to filter through queuing traffic,” said Voyage.
Shaun Lennard chairman Australian Motorcycle Council said: “Filtering makes sense. Road authorities around the world are at last recognising the positive contribution of motorcycle and scooter use in relieving congestion. It’s time Australia adopted it too.”
The ad features Bron Sorenson, a professional motorcyclist who has fronted Maurice Blackburn safety campaigns in the past.
I ride a bike, and that TAC ad is pretty damn good.
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The first sensible piece released by the TAC in forever.
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That’s a great looking Ad and good to see creative like this rolling out!
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After almost 4 years, the TAC have finally created an ad worthy of great applause. But, how did we reach this point. Well, let me explain.
It all started with those appalling Scare Campaign ads. That year the Motorcycle Riders Association of Victoria prepared a paper titled Communicating with Motorcycle Riders at the request of TAC. In this paper they were instructed to take an approach that uses language that motorcycle relate to, that it needed to be riders talking to riders and not use anti-motorcycle statements. One year later, it was clearly apparent that TAC had taken no notice. Then we had a change of government and things changed.
In the UK the Think Biker campaign had produced a Perfect Ride ad. A lot of arguing and persistence by riders on the Victorian Motorcycle Advisory Group, consistent submissions by many riders at the Parliamentary Inquiry into Motorcycle Safety led by the Victorian Motorcycle Council final resulted in the TAC finally recognising that they needed to listen more closely to the motorcycle advocates.
That it took the TAC so long to wake up to themselves is a disgrace which Mumbrella has more than adequately covered in other reports, where riders recorded their disgust at the TAC apparent refusal to take the right advice. Previously they designed an approach and then tried to prove it via focus groups. In the process they created many critics. That it took so long reflects poorly on the TAC. But, to their credit they have taken a huge step in the right direction. They now have a product truly designed by riders for riders.
To all the marketers – this is a classic case that demonstrates the importance of understanding your target audience. You may think you know them, but in reality you don’t. This is a case where it was critical to utilise inside knowledge, rather than employ ideas which to you look OK, but your target audience hates…….
In conclusion, I feel really satisfied with this ad because it reflects everything in the original paper titled Connecting with Motorcycle Riders – of which I was the initial author, and for which many other riders played a role in making my wishes contained in that document come to fruition : )
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