National Police Chiefs’ Council

Around 20% of all deaths and serious injuries on the roads are motorcyclists, even though they account for only 1% of traffic. The NPPC asked Claremont to develop a pilot project to improve rider safety.

Motorcyclists had told us they generally weren’t interested in safety messages, but they were interested in being better riders. So the team at Claremont had the idea to ‘smuggle in the safety’ by creating a resource of hints and tips delivered by well respected motorcyclists. By helping people to be better on their bike, we would at the same time help them to make better decisions on the road and be safer on their bike.

We tested various visual approaches, but the first person view of a motorcyclist was by far the most engaging to the audience. Simple graphic elements positioned the campaign in the world of motorcycles.

Produced with Claremont Communications