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.


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

Davros – director
Brendan Lee – producer
Cesar Salmeron – DoP
Cameron Murray – photographer


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