People on motorcycles and mopeds are amongst the most vulnerable on our roads and are significantly over-represented in deaths and serious injuries on New Zealand roads.
According to ACC, the risk of death or serious injury (DSI) to a motorcyclist in a crash is 21 times higher than a car driver travelling over the same distance. Also, while DSIs for all road users has decreased, the proportion of DSIs associated with motorcycles has increased.
This campaign targets 45-64-year-old male open road motorcyclists as DSI data shows they are one of the most at-risk groups.
The focus is on open road recreational riders within this age group, as several studies show recreational riders are double the crash risk of those commuting on a motorcycle or using it for general transport.
Open road riders are involved in nearly three quarters of fatal motorcycle crashes.
Real riders and their stories feature in the campaign, filmed and photographed with their bikes in documentary style. Through using these people to share their authentic experiences the campaign aims to connect with riders and offer motivation to mitigate the risks of every ride.
Campaign messaging will see our riders address 5 road safety behaviours, encouraging them to mitigate the risks of every ride. This includes actions taken before, during and after the ride:
The campaign has been developed with input from our key road safety partners including ACC, the lead government agency for motorcycle safety.
The campaign launched on 6 April 2024. The campaign has activity across television, digital video (YouTube and TVNZ+), radio, outdoor, digital and social media.
This new campaign is part of the National Road Safety Promotion Programme, which delivers marketing campaigns and education programmes that support, enable, and contribute to reducing harm on New Zealand roads.
The cost to develop and produce our latest public awareness campaign on motorcycling safety is $705,500. This includes the production of videos and advertising assets for radio, billboards, social media, website and print channels.
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