Motorcycle safety campaign
Motorcyclists (including scooter riders) are nearly 30 times more likely to be killed or seriously injured in a crash than other vehicle drivers (per distance travelled based on research from the Australian Transport Safety Bureau, 2002).
With motorcycle usage growing in popularity in Queensland and motorcyclists being more vulnerable to injury than other road users, motorcycle safety continues to be a key priority for the Department of Transport and Main Roads.
Ongoing education of motorcyclists and other road uses is a key aspect of the department’s multi-pronged approach to improving safety for riders, along with legislative and policy strategies and engineering improvements to the road environment.
Current campaign (2010–11)
The new motorcycle safety campaign 'Be aware. Take care. Survive.' encourages motorcyclists to understand their own heightened vulnerability and realise their actions and choices can greatly influence their level of risk.
The campaign aims to reduce motorcyclist fatalities and serious injuries by encouraging riders to anticipate and avoid risks by employing safe riding skills. It also highlights to other road users the importance of watching out for motorcyclists, as they have less protection in the event of a crash.
Television ads will air from 22 May to 2 July 2011 and these will be supported by outdoor billboards, convenience posters and online advertising appearing from late May through June 2011. The campaign is supported by a relaunch of the motorcycle safety website.
The campaign is supported by a resource called the Queensland Motorcycle Riders’ Guide. The Riders’ Guide aims to alert riders to the facts about the risks they face on the road and encourages them to take responsibility for their own safety by undertaking specific behaviours and wearing protective clothing. It also encourages riders to brush up on motorcycle road rules, their knowledge and skills and provides information on licensing and registration processes in Queensland.
The guide and accompanying animated demonstrations, outlining safe riding techniques, are available at the motorcycle safety website.
For more information about the motorcycle safety campaign, download the public education campaign summary (PDF, 144 KB).
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Current advertisements
Television commercial 'Out here' (June 2010)
Outdoor billboards 'Be aware. Take care. Survive.' (June 2010)
Download the 'Be aware. Take care. Survive.' outdoor billboard (PDF, 355 KB)
Convenience posters 'Be aware. Take care. Survive.' (June 2010)
Download the 'Be aware. Take care. Survive.' convenience poster (PDF, 239 KB)
Queensland Motorcycle Riders' Guide (July 2010)
View the Queensland Motorcycle Riders' Guide
Brochure 'What to wear before you hit the road' (June 2009)
Download the 'What to wear before you hit the road' brochure (PDF, 310 KB)
Brochure 'New rules for safer riding' (June 2009)
Download the 'New rules for safer riding' brochure (PDF, 351 KB)
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Previous campaigns
The current 2010–11 motorcycle safety campaign is a re-airing of the 2010 campaign. This campaign built on the previous motorcycle safety campaign 'Be aware. Take care. Survive.' which launched in May 2008. It included radio, a brochure, outdoor advertising, convenience posters and was supported by the motorcycle safety website.
There were two radio commercials produced as part of this campaign. The first reminded motorcyclists to ride safely and the second encouraged motorists to 'keep motorcycles in sight'. Many riders are also car drivers and this provided an in-vehicle reminder of key campaign messages.
Out-of-home advertising was targeted to key rider hotspots. This consisted of fixed outdoor billboards, advertising at petrol stations and posters in the toilets at eateries along popular mountain ranges. The integrated campaign was also supported by the motorcycle safety website.
An evaluation of the campaign in 2008 showed it was effective at reaching the target audience. Overall, 96 per cent of motorcycle riders surveyed had some sort of awareness (either unprompted or prompted) of the campaign.
Prior to this, the department conducted a motorcycle safety campaign encouraging riders and motorists to share the road between July and September 2007. The campaign included 30-second state wide radio and television advertisements.
The radio and television ads urged motorists to 'please keep motorbikes in sight' by checking for riders in their rear vision mirrors and over their shoulders as well as paying attention at intersections. This advertising was supported by outdoor billboards.
Riders were also encouraged to 'think before they hit the road' and ride where they could be seen by other road users. There was an accompanying safety brochure developed which also offered tips on safety gear and safe riding techniques for riders.
For more information about previous motorcycle safety campaigns, download the public education campaign summary (PDF, 144 KB).
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Previous advertisements
Brochure 'Wake up to the facts' (May 2008)
Download the 'Wake up to the facts' brochure (PDF, 196 KB)
Radio advertisements 'Be aware' (May 2008)
Outdoor advertisements 'Be aware' and 'Motorcycle danger zone' (May 2008)
Convenience advertisements 'Be aware' (May 2008)
Television advertisement 'Please keep motorbikes in sight' (rated G) (July 2007)
Radio advertisement 'Please keep motorbikes in sight' (July 2007)
Outdoor advertisements 'Please keep motorbikes in sight' (July 2007)
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