A new motorcycle safety campaign is now targeting NSW rider behaviour after a 10% rise in deaths was recorded last year.
The campaign, Ride Like Everything’s Out To Get You, targets rider behaviour after last year saw 75 riders die on NSW roads.
The first phase of the campaign focuses on the risks posed by corners, particularly when facing the unexpected.
The campaign will run for five months across television, radio, outdoor, print and digital platforms, including rider-specific and social media channels.
Other phases of the campaign will target other high-risk scenarios such as intersections and overtaking.
NSW Roads Minister Jenny Aitchison says the campaign is a result of a motorcycle safety roundtable with road safety experts and rider groups.
“Their message was clear – we need to take a multi-faceted approach to help drive down trauma rates, not only implementing policy and licencing reforms but also ensuring riders are educated,” she says.
MOTORCYCLE BEHAVIOUR
“We know there is no single solution but the government makes no apologies for doing everything we can to drive down motorcycle trauma and deaths on NSW roads.
“Motorcyclists are among the most exposed road users, and the risks they face can change in an instant.”
Evan Walker, the Director for Road and Maritime Safety at Transport for NSW, says: “Our research shows …. that certain risky behaviour have become normalised within riding communities”.
“This campaign is designed to speak to riders in a way that feels authentic and relevant – acknowledging that sense of identity while challenging the assumption that familiar rides or short trips are low risk.”
He says decades of road safety evidence show that targeted, multi-channel behavioural campaigns work when grounded in data and delivered consistently.
“That’s exactly how this campaign has been designed,” he says.
Last year, the government announced reforms to motorcycle laws including a Motorcycle Graduated Licencing Scheme.
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