VicRoads launches ‘Every Second. Always On’ motorcycle safety campaign

19 June 2019

Creative Agency: Hardhat Digital

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Independent agency Hardhat worked with VicRoads to create a campaign aimed at improving the safety of Victorian motorcyclists.

VicRoads is asking motorcyclists of varying experience and skill levels to think carefully about every moment they’re on the bike in its latest motorcycle safety campaign Every Second. Always On.

The new campaign, created by independent agency Hardhat, aims to improve the safety of Victorian motorcyclists by providing them with information to refresh their knowledge and encourage them to practice safer riding when negotiating the state’s roads.

Despite making up less than 4% of the registered vehicles in Victoria, motorcyclists are overrepresented in road trauma, accounting for 15% of deaths and serious injuries.

The initiative was launched after a spike in motorcyclist deaths in solo crashes early in the year, with most not alcohol or drug related but instead experienced riders over 40 simply enjoying a scenic ride on country roads.

“We developed this campaign in direct response to the high number of motorcyclist fatalities across Victoria this year," VicRoads chief executive Robyn Seymour says.

"The campaign’s message 'Every Second. Always On' reminds motorcycle riders to be constantly vigilant on the road and this message will be promoted through traditional and social media, and roadside billboards. We also encourage motorcycle riders to take a new online quiz developed as part of the campaign to test and refresh their knowledge about safe riding habits.”

Set at the Yarra Valley’s famous Black Spur Drive, the campaign focuses on just how important every second of concentration, judgement and decision making is when it comes to road safety for motorcyclists.

At the same time, the creative looks to reframe the perception of motorcyclists, replacing the assumption of riders being risk-taking hoons, with the idea that they are, in fact, calculated, under pressure and vulnerable road-users.

“It was a difficult balance: sending a powerful message about motorcycle safety without attributing blame just on riders," Hardhat executive creative director Glenn Dalton says.

"And with research telling us that there was no single reason for the recent spike in motorcyclist fatalities, we needed a campaign message that could cover a wide range of factors. ‘Every Second. Always On’ is a positive reminder of just how much mental and physical application riding a motorcycle safely demands. It was a privilege to work with VicRoads on such an important campaign, and we hope that our message of ‘Every Second. Always On’ is one that riders always remember.”

Following an announcement on Thursday 13 June, the campaign will rollout through June and July across OOH, TV, cinema, radio, social and press, and include an interactive quiz and map elements.

Client - VicRoads

Russell Higgins - Senior Policy Officer

Michael Green - Senior Policy Officer

James Soo - Manager – Vehicle & Motorcycling Policy

Sally McInnes - Head of Brand and Strategic Communications

Georgina Koufariotis - Strategic Communications Manager – Metro & Corporate

Alana West - Strategic Communications Advisor - Campaigns

Agency - Hardhat

Glenn Dalton - Executive Creative Director

Reece Ryan - Creative Director

Heath Schmidt - Art Director

Rick Stephens - Copywriter

Dave Sackville - Designer

Sophia Duhrin - Designer

Chris Lucas - Front-End Developer

Lani Cush - Strategy Lead

Jenna Hall - Account Director

Gabi Raison - Senior Account Manager

Virginia Krantz - Producer


Davros - Director 

Brendan Lee - Producer 

Cesar Salmeron - DoP

Cameron Murray - Photographer

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