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.
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
When was the last time you saw a motorcyclist riding and on their mobile phone?
Me neither.
@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.
@An observer – are mobiles mentioned?
As a rider I can say this is bang on. Well done.
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
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.
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.
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.