New campaign targets leisure riders in south east England
Highways England is currently running a motorcycle safety campaign in south east England, as part of a wider campaign to reduce all road casualties in the region.
Highways England points to data showing that motorcyclist killed or seriously injured (KSI) casualties in the south east are higher in comparison to other regions.
The target audience for the campaign, which is co-branded with THINK!, is leisure riders, defined by Highways England as ‘those who are riding for pleasure on large bikes (500cc+) and are an older males (35-55 years)’.
These motorbike enthusiasts are described as a socially diverse group, with motorcycling likely to be the only thing the majority of the group have in common.
Research shows that May to August appears to be the peak time for performance motorbike related KSI collisions in the south east, with 44 of the 94 KSI casualties among performance bike riders in 2014 occurring during this four month period – the highest of any period.
The four-week campaign reminds leisure bikers of the key behaviours that contribute to KSIs in the south east: cornering, speeding, overtaking and fatigue.
The campaign assets are available free of charge for stakeholders to use and distribute. Resources include three videos and four posters featuring messaging on speeding, cornering, overtaking and fatigue. Links to all the resources are included at the foot of this news piece.
The campaign went live on Sunday 18 June with a launch event at Ryka’s café in Box Hill, a popular venue with bikers from around the region.
In an email to stakeholders, Annemarie Hennessy, senior marketing manager with Highways England, said: “We engaged with a large number of bikers on the day and they were all very receptive to the safety advice we provided. Initial evaluation puts the number of conversations with bikers at 306 across the day.
The campaign also featured in an ITV Meridian news report on 29 June. Please do share this widely as it is a great kick start to the campaign.
The campaign is running across:
• Digital out of home media (motorway service station, forecourts) • Social media – sponsored Facebook adverting
• Proactive social media via Highways England’s own channels
Posters for print use
Posters for online use
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