Motorbikes make up less than 1% of road traffic but account for more than 20% of serious and fatal vehicle casualties in the UK.
To address this stark statistic adam&eveDDB and Highways England have created a new campaign encouraging motorcyclists to take control of their own safety by taking as much care of their own bodies, as they do their beloved bikes.
The campaign focuses on the launch of a brand-new “bike parts” shop but, instead of bike parts, the shop stocks prosthetics used in surgery to repair the body after a crash.
The ‘BikerTek’ parts shops, produced in partnership with Haygarth, have appeared at 13 motorcycling events, festivals and cafés around the country throughout the summer.
The ‘parts’ in the shop looked like high-end bike parts, but on closer inspection were in fact medical implants you may need if undergoing major surgery following an accident.
The shops were all staffed by real bikers who had survived accidents and had prosthetic parts fitted as a result, so they could talk to bikers about the tactics and skills required to avoid accidents.
adam&eveDDB created an online film showing the unsuspecting bikers’ reactions when they find out what the parts in the shop are really for. The film ends with the strapline ‘Bikes repair easier than bikers’.
The online film will be shared by influential bikers and biking groups throughout England in September this year and is supported by a series of press ads in biker magazines including MCN Motorcycle News, Ride, Bike, Practical Sportsbikes and Classic Bike. The campaign has also been covered by broadcasters such as BBC South-East, ITV Meridian, Brighton Latest TV and BBC Radio Sussex.
Annemarie Hennessy, Head of Marketing and Events at Highways England, said: “While motorbikes account for less than 1% of vehicles on UK roads, more than 20% of all serious injuries and fatalities happen to motorcyclists. In addition to raising awareness through BikerTek, we are encouraging riders to attend advanced riding courses such as BikeSafe and Biker Down run by the emergency services, plus those from the Institute of Advanced Motorists and RoSPA.”
Mike Stern, Managing Partner at adam&eveDDB, said: “Bike safety campaigns tend to use shock tactics, but that approach can often miss the mark. We wanted bikers to be as passionate about their safety as they are about their bikes. With BikerTek, we were able to engage bikers in new way and talk to them directly about an issue they can’t afford to ignore.”
Credits
Client: Highways England
Head of marketing and events: Annemarie Hennessy
Campaign manager: Mik Barton
Project/Campaign name: BikerTek
Chief Creative Officer: Richard Brim
Executive Creative Director/s: Ant Nelson and Mike Sutherland
Creative Director/s: Simon Lloyd
Copywriter: Ted Heath
Art director: Paul Angus
Managing Partner: Mike Stern
Account Director: Max Sullivan
Account Manager: Kathryn Armstrong
Agency producer/s: Daniel Moorey
Agency Assistant Producer: Adaeze Ndakoji
Designer/Typographer: Scott Silvey
Film
Production company: Tubby Brother Films
Producer: Mark Gibbons
Director: Dan & Ben Tubby
Casting: Tracie @ Hunter’s Agency
D.O.P: Chris Clarke
Cinematographers: Pete Bateson, Jason Ellis
Editing Company: Big Chop
Edit Producer: Nick Foote
Editor: Matthew Felstead
Post Production: Hijack Post
Post Producer: Rich Simpson
Colourist: Alex Seery
Audio Post Production: Hijack Post
Dubbing Mixer – Rich Simpson
Composer: Sniffy Dog
Event
Production company: Haygarth
Producer: Kieran Cook/Brook Harrison
Event Staffing: Bradley Harvey @ POD
Event Production Build: Keyboard
Photographer: Giles Revell @ Supervision
Post Production: Dan Jackson @ King Henry
Design: Scott Silvey @ King Henry
Illustrator: Jon Rogers @ Phosphor Art
Casting: Tracie @ Hunter’s Agency
Stills
Production company: Supervision
Producer: Gosia Chalas
Photographer: Giles Revell
Post Production: Dan Jackson @ King Henry
Design: Scott Silvey @ King Henry
Illustrator: Jon Rogers @ Phosphor Art
About Highways England
Highways England is the government-owned company charged with operating, maintaining and improving England’s motorways and major A roads. Part of its remit is reducing the numbers of road users killed or seriously injured on its network.
About adam&eveDDB
We are a creative communications agency made up of people from the worlds of advertising, design, content, digital, media and social strategy. We have the hunger and energy of a start up with the resource and reach of a network. We work with a range of clients including John Lewis & Partners, EA Sports, Google, Marmite, Waitrose & Partners, Unilever, Samsung, CALM, Mars Petcare and Booking.com.
About Haygarth
An award-winning creative agency that creates powerful brand and retail ideas. Haygarth is part of the DDB network; a divisi
