Motorcycling is the most dangerous of traditional transport forms - a motorcyclist is 30 times more likely to be killed on South Australian roads than a motorist.
The fatality rate has remained stable throughout the 2000s while total fatalities of all drivers have trended downwards, leaving motorcyclists as an increasing proportion of fatalities.
In 2008, motorcyclist fatalities increased to 16 over 8 in 2007 and accounted for 9% of all CTP claims. While the behavioural issues traditionally addressed through road safety advertising are equally applicable to riders as drivers, in 2009 MAC introduced a campaign specifically to address motorcyclists and the unique issues that they face.
In November 2009, MAC launched the “No Place to Race” motorcycle safety campaign, the first of its kind in South Australia. The primary target audience for this campaign was male motorcyclists 20-34, 35-45.
'No Place to Race' media kit
Click here to download the 'No Place to Race' media kit