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Road Safety Commission of Western Australia: Training Wheels
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Motorcyclists are a vulnerable group of road-users with statistics showing that 346 motorcyclists were killed or seriously injured on WA roads in just one year. Despite these figures, many riders still let safety take a back seat whilst they ride. Research shows that the majority of motorcyclists don't need to be told what to do and how to stay safe on the road because deep down they already know - they just don't practice it. So rather than trying to tell them again, we designed a situation where motorcyclists intuitively start talking about safety themselves.
The situation involved rigging up a reputable motorcycle shop with hidden cameras then stocking it with ridiculous, fake safety products such as adult training wheels and an airbag fitted to the handle bars of a bike. The concealed cameras then captured real motorcyclists' reactions who started their own conversations about what keeps them safe - and what certainly won't. Agency: The Brand Agency, Perth
Strategy Director: Hannah Muirhead Related
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