Motorcycling is the most dangerous of tradition 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 to becoming a stronger feature in the fatality figures meant that MAC needed to continue to aggressively address them.
In 2009 research identified three key areas of concern; speed/dangerous riding on leisure rides, protective clothing and car vs riders at intersections. Communications addressing the three issues were address in 2009, 2010 and 2011.
In 2012-13 the desire to increase visitation to the three mini-stites with a view to educate the target audience on further motorcycle safety, drove the 2012-13 campaign, ‘Get the Edge.’