RTA appoints Loud Sydney to create awareness campaign for bicycle helmet safety in NSW
Loud, Sydney has been appointed by the RTA to create an awareness campaign for bicycle helmet safety in NSW. There was a competitive pitch against a number of undisclosed agencies.
In the five years to 2009, 17 cyclists without helmets were killed on NSW roads. More than 1000 cyclists who were not wearing helmets were injured during the same period. And over the 2010 period alone, this figure jumped to 12 cyclists who died while they were not wearing a helmet.
The campaign will focus on reminding cyclists about the importance of wearing an approved bicycle helmet. It will also impress upon all riders the safety benefits as well as the fact that wearing an approved helmet is the law.
“Loud’s insights and their ability to communicate a serious message in a creative way is something that stood out for the RTA. Loud has been able to adapt to our needs in a remarkable way and they have been very easy to work with,” said an RTA spokesperson.
“We’re excited that the RTA chose a different creative approach to address a serious issue. We’re confident it will reverberate with our audience, which is our aim with every campaign we create,” said Joe Van Trump, executive creative director, Loud (pictured).
12 Comments
….andohshitKenI’veforgottentotakeabreath(KABOOM)
That’s it! A radio spot with a hundred words that rambles on about helmets.
What’s the amazing insight? That helmets are used by other people to protect their heads so you should wear one too?
75% of cyclists deaths are in accidents involving another vehicle (ie, they get hit by a car). In these accidents, a helmet won’t do you a heap of good.
Rather than always going on about helmets, the various governments could try separating cars and bikes on the roads. That’d save way more lives.
I hate wearing a helmet, but it does come in handy as a shopping basket at coles I suppose.
It doesn’t help that a lot of bike riders seem to think they have right of way over all other road users, including hapless pedestrians – especially in the CBD.
We do have right of way over everyone else.
Get a bike and join the party!
@12.16 pm
There you have it Johnny, every fucking horse with an ‘S’ in its name.
Firstly, how about the fact that it’s required by law to wear a helmet. No mention of that in this spot.
Secondly, I can’t see how a radio ad is the best way to get this message across to cyclists? Not saying bike riders don’t listen to the radio but surely there has to be a better media option than radio.
Finally, WTF? Breakdancers wear helmets?
“..you could have a big fall on the way to the shops!”
Cyclists go helmetless because they look stupid with them on their heads.
Talking to them like they are already stupid is no solution to the problem.
“…Loud has been able to adapt to our needs in a remarkable way..” = code for low $$.
Love your use of selective data to ignore the truth!
“In the five years to 2009, 17 cyclists without helmets were killed on NSW roads”
In the 5 years to 2009, 58 cyclists were killed in NSW. Only 17 were not wearing helmets – too bad for the other 41 that their helmet did nothing to save their life. Oddly enough, the percentage of cyclists killed without helmets is about the same as the percentage of cyclists who ride without helmets. Again, you don’t need to be a maths whiz to realise that means helmets aren’t helping when you get hit by a car at 60kph.
And by the way: “And over the 2010 period alone, this figure jumped to 12 cyclists who died while they were not wearing a helmet.” 12 was the total figure killed, most of whom were wearing helmets. But why let the facts get in the way of a crap ad.
Well, what a weird ad. I should wear a helmet because cricketers wear them? OK, anyone who actually watches cricket will know that cricketers only wear them when there is a good chance of getting hit in the head, that is when facing a quick. They are not mandatory at all times, regardless of the circumstances.
Do I think I don’t need to wear a helmet for that short ride to the shops? No, I KNOW I don’t need one. The risk I face as an adult on a short trip on a quiet street is so small that it may as well be zero.
Far more people suffer head and brain injuries in car accidents in NSW (and Australia) than in bicycle accidents, so why is the NSW govt not promoting the wearing of helmets in cars? After all they use them in motor racing.
And regardless of what you say, helmets at all times will never be “cool”. Wearing safety equipment to protect against an injury which is so very unlikely to occur (such as a head injury while riding on a quiet street or bikepath) is an example of excessive caution, and people quite rightly feel stupid doing so, especially when it is mandated by government.
Your article has clear factual errors…. It was a total of 12 cyclist that died – not 12 ‘unhelmeted’ cyclists.
I suppose you forgot to have a look at the actual cause of the deaths – the car that cleaned them up.
Pathetic advertisement.