Road Safety Commission recruits Moto-Mannequin in new data-led campaign for motorcycle safety via The Brand Agency
Road Safety Commission and The Brand Agency have launched a new social-led campaign aimed at equipping motorcycle riders with insights and skills to keep them safe on our roads.
Motorcycle riders make up approximately 5% of WA’s road users, yet account for almost 20% of fatalities and serious injuries on our roads. With significantly less protection than their four-wheeled counterparts, it’s little wonder that motorcyclists are considered among the most vulnerable road users. So, Road Safety Commission and The Brand Agency set out to educate riders on practical ways they could reduce their risk while on the road.
The challenge was getting this independent audience to consider their own safety on every ride – and integrate the insights into their own knowledge.
Central to the campaign were three hero videos that demonstrated the stark difference in protection offered by streetwear and MotoCAP approved riding gear. This was then supported by a suite of dynamic and interactive social assets that challenged viewers to ‘learn by doing’.
Dean Hunt, Executive Creative Director, The Brand Agency, said: “As a keen motorcyclist myself, I know that as a group we don’t like to be lectured. This campaign instead uses data, dynamic media and eye-catching creative to provide practical information to the right people at the appropriate time. Big thanks to all involved. With well over 30 executions this was a huge effort from the team.”
Evan Murie, Business Director, said: “This was very much a test and learn process with the science behind the myth-buster styled videos. However, the end result was amazing and it’s great to have so much bespoke social content promoting motorcycle safety for years ahead.”
Mikhail Wong, Road Safety Commission, said: “The launch of the Moto-Mannequin campaign marks a significant change in the way the Commission communicates with key audiences on social media platforms. In line with our Audience First approach, every element of the digital communications plan is designed around the needs, behaviours, and passions of individual audiences. This shift delivers content that is more valuable to the end user with the goal of influencing positive road safety behaviours and choices.”
Moto Mannequin launched on Tuesday 25th of January and will continue throughout the year on various social mediums.
Client: Road Safety Commission
Mikhail Wong: Digital Communications Coordinator
Alisia Mumby: Campaign Project Officer
Agency: The Brand Agency, Perth
Executive Creative Director: Dean Hunt
Art Director: Niall Stephen
Copywriter: Lachlan Banton
Strategy: Hannah Muirhead & Emily Colman
Account Management: Brendon Lewis, Evan Murie, David Svarc
Production Company: King Street
Producer: Rylee Banton
Producer Assist: Caeley Wesson
Photographer: Brayton Gillette
Videographer: Pete Townsend
Photography Assist: Jacob Ziatas
Art Department: Murray Edwards (ME scenery)
Art Department Assists: Katelyn Collins, Ragnar Underwood
Post-production: Peter Townsend, Mason Truong, Tracey Kim
Design: Clayton West & George Cooke
Retouching: Julian Farnan, Nicola Commons & Paul Connelly
BTS: Daniel Oreskovich