SAPOL - ‘Love Riding?’

With motorcycle-related death and injury occuring at more than 20 times the rate of cars, South Australia Police had to find a way to cut through to riders, a group notoriously adverse to road safety messaging.

Using insights gathered from real interviews with motorcyclists, we decided to speak to riders using the only words they would listen to; their own.

If you love riding - and want to keep riding - back off your speed before you face the consequences.

Idea: Love Riding?

AADC Awards Finalist: Integrated Campaign
AADC Awards Finalist: Film & Video - Television Commercial
AADC Awards Finalist: For Good