Current Motorcycle Safety Campaign
To complement its existing motorcycle safety campaign, which had been encouraging riders to wear protective clothing at all times (March 2008), the TAC wanted to make riders aware of their extreme vulnerability on the road.
The new campaign reminds riders about the types of risks they are exposed to every time they ride and that no matter who is at fault, it likely to come of second best in the case of a crash.
Market research undertaken by the TAC indicates that are riders underestimate the level of risk they are exposed to and that many ignore the options that can assist them in reducing their level of risk; including riding at a safe speed, wearing protective clothing and being highly visible.
New Campaign Urges Riders to Reduce the Risks (60sec) 2009
Background on motorcycle crashes
Currently motorcycles and scooters account for 3% of the Victorian motor-vehicle fleet and for 0.6% of the vehicle kilometres travelled. Unfortunately,riders are over-represented in road trauma. In 2008, they accounted for 14% of all road deaths on Victoria’s roads.
Independent research conducted by the Australian Institute of Health and Welfare indicates that riders are 38 times more likely to be seriously injured than motorists. This is a national figure based on serious injury per distance travelled. The full report, it is available at: http://www.nisu.flinders.edu.au/pubs/reports/2008/injcat113.pdf
In 2008, of the 43 motorcyclists fatally injured on Victorian roads, 56% were single vehicle crashes with at least 50% of these crashes involving excessive speed. Almost 50% of motorcyclists killed in 2008 were aged 40 years and above.
In 2008, 43 motorcyclists were killed on Victorian roads, of these:
•93% were male
•44% occurred on roads sign posted at 100km/h or more
•56% were involved in single vehicle crashes
•42% occurred in rural Victoria and
•49% were involved in crashes between the hours of 10am and 6pm
Over 1,000 (1,044) motorcyclists sustained a serious injury in 2008. 254 motorcyclists sustained very severe injuries such as internal injuries, brain injuries, degloving and amputation.
A further breakdown of both fatal and serious injury statistics over the last five years for motorcyclist’s can be found under the Statistics section of the TAC Safety web site.
Previous Motorcycle Safety Campaigns
Protective Clothing - Motorcycle (30sec) 2008
Protective Clothing - Scooters (30sec) 2008
This campaign was developed to highlight the risks associated with riding without the appropriate protective clothing and focuses on two key rider groups; motorcyclists and scooter riders.
This advertisement depicts a driver and motorcyclist who are travelling on the same road, trading places. It highlights the constant risks associated with motorcycling in general traffic and the responsibility of drivers to be more alert and understanding of motorcycles.
This commercial aims to highlight the vulnerability of motorcyclists and communicate the risks relating to motorcycling injuries and fatalities on Victoria's roads.
The commercial is targeting drivers to look more carefully and closely for motorcycle riders at intersections.
Protective Clothing Belgium 2009
View a graphic video from Belgium which likens the impact of not wearing protective clothing to filing your arm on asphalt. Credits - Agency: Famous; Creative team: Tim Driesen & Joeri Van Den Broeck. (Caution: content is graphic and may be considered offensive.)
TAC motorcycle Safety TV commercials for motorbike and scooters riders including Save your Skin, protective clothing campaign, 1 in 4, and Vice Versa. Showing what may happen to riders when they hit the bitumen and asking riders what's between them and the operating theatre.
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