We were challenged with reducing the number of young motorcyclists killed or seriously injured on England’s roads.

But rather than bash people over the head with clichéd imagery of motorcyclists being hidden by their surroundings, we decided to launch a fashion range inspired by crash victims’ clothing.

Our campaign generated 1.2m video views on Instagram and increased unique visits to thinkbike.gov.uk by 340%. Having seen the campaign, 76% of the target audience were more likely to wear the correct protective clothing whilst riding.

Services

Strategy / Copywriting / Art Direction / Design / Production