Transport NSW helps motorcyclists ‘Ride to Live’ in a new campaign via GPY&R and VML Sydney
GPY&R and VML Sydney have launched another major campaign for Transport NSW addressing motorcycle safety and awareness.
The ‘Ride to Live’ campaign takes a pro-riding approach that not only celebrates the joys that riding brings, but also reminds motorcyclists that, whatever the reason they choose to ride, they should summon all their knowledge and experience to ride to the best of their ability and be prepared for the risks that are on the road.
Being over-represented in NSW road trauma, motorcyclists make up approximately 3% of all registered vehicles in NSW, however they account for 15% of road fatalities alone.
Says Andrew Dowling, managing director, Y&R Group: “It’s really important that the campaign targets riders and the specific risks they face in the right way, speaking in their language to ensure our message is heard loud and clear. As an agency that has always prided itself on delivering effective behavioural change campaigns this is a statistic that we want to see decline.”
Being launched this week by the NSW Minister for Roads, Duncan Gay, the campaign includes a number of TVC’s that focus on different riding scenarios as well as an interactive website that provides riders with virtual riding tests, details of some of the best rides in NSW and all the tips and information they need to prepare themselves for when they are on their bike.
Says David Joubert and Bart Pawlak, joint ECDs, GPY&R Sydney: “We are really proud of the entire team and the work we deliver for NSW Government, the campaign is designed to help prevent further road incidents and fatalities and that is a job we take very seriously.”
A 3-day activation event at Customs House (29th, 30th & 31st Oct) created by GPY&R, VML and Ensemble will house interactive stations where people are able to test their skills on virtual rides, check out some of the great rides in NSW and peruse tips and information, all helping them to become better riders. Also on site will be a collection of custom motorcycles and a team of mechanics offering riders free five point road worthy checks.
The full campaign will commence on November 2 and run across Digital, TV, radio and Outdoor platforms.
8 Comments
Why are allowing ideas to be executed this terribly?
Embarrasing : Define ‘terrible’. It seems pretty effective to me.
@Embarrassing because we have freedom of expression, the same freedom that allows posting idiot comments.
This is good work and it will work…
Why is it that no-one seems to have the guts to put their name to their comments? And furthermore @Embarrassing, could you please improve your grammar so as to construct an actual question, or is your poor grasp of English the thing that you are actually embarrassed about?
It worked. Made me slow down on the bike today as I came down Eastern Valley way and helped me avoid a moron in a van who swung into my lane……so regardless of the execution, the camera work the effects, I am a fan.
Thanks.
The idea of the website is fantastic. I was hoping to recommend it to the 150 riders associated with my charitable riders’ organisation.
The execution is a disaster and I’m hoping that the state government hasn’t spend big money on it, but I suspect they have. I tried to get onto the website to do the test. Among the tablet, mobile and mouse options there wasn’t an option for my laptop, or at least some idiot-proof instructions about how I should take the test from my laptop even when I tried to use the laptop “mouse”. I wonder whether the website designers actually tried to test it with technoklutzes like me who need idiot-proof instructions and they need to be aware that most older bikers aren’t so tech-savvy. It’s really not user-friendly.
The TV ads look great and I’m all in favour of the need for riders to be mindful of the risks as they ride down the road. But I couldn’t get this to work for me.