Vic Roads and Hardhat look to rebrand motorbike riders in road safety campaign
Vic Roads is hoping viewers will drop the stereotype that motorcyclists are “risk-taking hoons” and instead view them as “calculated, under pressure and vulnerable road-users” in its latest safety campaign ‘Every Second. Always On’, created by Hardhat.
The campaign guides motorcyclists – regardless of experience or skill level – through situations like navigating a hairpin turn, dodging a branch, and overtaking a truck, emphasising the level of concentration needed. The motivator is one sobering statistic: despite making up less than 4% of registered vehicles in Victoria, motorcyclists account for 15% of road deaths and serious injuries.
A spike in motorcyclist deaths in solo crashes earlier this year prompted the campaign, with most not drug or alcohol related. Instead, many experienced drivers over 40 were enjoying a scenic ride on country roads.
“We developed this campaign in direct response to the high number of motorcyclist fatalities across Victoria this year. The campaign’s message ‘Every Second. Always On’ reminds motorcycle riders to be constantly vigilant on the road and this message will be promoted through traditional and social media, and roadside billboards,” said Robyn Seymour, Vic Roads’ chief executive.
“We also encourage motorcycle riders to take a new online quiz developed as part of the campaign to test and refresh their knowledge about safe riding habits.”
The ad is filmed on the Yarra Valley’s Black Spur Drive, with Hardhat explaining it was a difficult balance to both highlight the high-stakes and intense nature of riding a motorbike, and change attitudes about motorcyclists.
“It was a difficult balance: sending a powerful message about motorcycle safety without attributing blame just on riders,” noted Hardhat’s executive creative director, Glenn Dalton.
“And with research telling us that there was no single reason for the recent spike in motorcyclist fatalities, we needed a campaign message that could cover a wide range of factors. ‘Every Second. Always On’ is a positive reminder of just how much mental and physical application riding a motorcycle safely demands.
“It was a privilege to work with Vic Roads on such an important campaign, and we hope that our message of ‘Every Second. Always On’ is one that riders always remember.”
The campaign will roll out this month and next across TV, cinema, radio, out of home, social, and press.
Credits:
Client – VicRoads
Russell Higgins – senior policy officer
Michael Green – senior policy officer
James Soo – manager – vehicle and motorcycling policy
Sally McInnes – head of brand and strategic communications
Georgina Koufariotis – strategic communications manager – metro and corporate
Alana West – strategic communications advisor – campaigns
Agency – Hardhat
Glenn Dalton – executive creative director
Reece Ryan – creative director
Heath Schmidt – art director
Rick Stephens – copywriter
Dave Sackville – designer
Sophia Duhrin – designer
Chris Lucas – front-end developer
Lani Cush – strategy lead
Jenna Hall – account director
Gabi Raison – senior account manager
Virginia Krantz – producer
Production
Davros – director
Brendan Lee – producer
Cesar Salmeron – DoP
Cameron Murray – photographer
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Good effort. Motorcyclists common gripe is that they are actually more aware on the road then other users through having to react quickly to different hazards which this captures well
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When was the last time you saw a motorcyclist riding and on their mobile phone?
Me neither.
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@AnObserver
Good point and I guess the answer is every single day!
UberEats, Deliveroo, MenuLog drivers on their scooters.
As a rider I encounter at least once every day a motorcyclist either risking his own life when typing on his mobile while riding or the lives of others.
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As a rider I can say this is bang on. Well done.
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@An observer – are mobiles mentioned?
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I’m a daily rider, and this resonated. Not many people know how “on” you need to be at all times. And for one reason only: there is no second chance, or small insurance job, when you’re on a bike. One small hit can easily be your last. Good work HHD
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We published an article about this (https://motorbikewriter.com/motorcycle-safety-quiz/) and it was met with a lot of criticism by motorcycle riders and their representatives.
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This is one of the better ads I’ve seen. although it says nothing about how drivers should respond to it to break the stereotype.
If the above ad ended like this: (https://youtu.be/cDvuEZgLQQs)
(obviously shot in the same location) that would be 1 poignant message to everyone.
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The stereotype exists for a reason. Every time I’m on the highway I see motorcycles weaving through traffic at above the limit. Yet motorcyclists deny they have a problem.
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