Motorcycling is the most dangerous of traditional transport forms. Motorcycling is 30 times more dangerous than driving with a motorcycle crash more likely to result in death or severe injury.
Across the 2000’s total fatalities of all drivers trended downwards, leaving motorcyclists as an increasing proportion of fatalities. With motorcycling registrations and popularity increasing, the future threat of motorcyclists becoming a stronger feature in the fatality figures, meant that MAC needed to continue to aggressively address the segment.
Research identified three key areas of concern; speed/dangerous riding on leisure rides, protective clothing and car vs riders at intersections. The first two areas were targeted in 2009 and 2010 MAC campaigns, with MAC rounding out communications with the launch of its ‘Black Spots’ campaign in 2011.
'Black Spot' media kit.
Click here to download the 'Black Spot' media kit.