The rider’s shoes, pants, and hoodie, peel away in slow motion emphasizing how they are little better at protecting you than your raw skin.
Victoria, Australia’s Transport Accident Commission (TAC) has launched a graphic, hard-hitting motorcycle safety campaign, altering riders to the importance of wearing protective gear on every ride.
As you’ll see in the at times hard to watch 60-second spot created by Clemenger BBDO, your usual clothing is not at all up to the task of protecting you.
According to the campaign, in Victoria, motorcycles only make up 4 percent of registered vehicles and less than 1 per cent of total kilometres travelled; however, riders account for 17 per cent of deaths and serious injuries on the road, adding that in 2021 there were 43 motorcycle fatalities, an increase of 11 from 2020.
“This campaign hits home the risks of having such a casual attitude towards wearing proper protective gear,” said Joanne Whyte, Head of Marketing & Communications.
“The audience we are speaking to either do not have the right protective gear or chose not to wear all of their protective gear for every ride. Casual clothing such as sneakers, hoodies and jeans only protect a rider for less than a second on impact with the road and often result in devastating injuries.”
Data from TAC shows that, on average, there are 2,500 motorcycle-related injury claims per year. Riders can, and do, travel unprotected at high speeds that other vulnerable road users, such as pedestrians and cyclists, simply cannot reach. Protective clothing is an important way to reduce the risk of injury.
“This isn’t a dramatised version of what could happen, it’s the reality of a risk experienced riders take daily when they don’t protect their entire body on every ride,” said Richard Williams, Executive Creative Director at Clemenger BBDO.
“TAC and Clemenger have a proven partnership of creating public education campaigns that have an impact and change behaviour, and this one is no different.”
Head of Marketing & Communications: Jo Whyte
Senior Manager, Marketing: Sagar Sheth
Campaign Manager, Marketing – Molly Ennor
Creative: Clemenger BBDO Melbourne
Production Company: Revolver
Director: Justin Kurzel
Producer: Alice Grant
EP: Pip Smart
DOP: Jeremy Rouse
Editor: Jack Hutchings
VFX Artist – Larry Van D
Colourist: Billy Wychgel
Sound House: Squeak E Clean
Sound Engineer: Paul Le Couter