E-scooters not to be toyed with in TAC’s latest road safety campaign via Clemenger BBDO

Transport Accident Commission has launched a gritty new road safety campaign ‘If you think e-scooters are a toy, think again’ created by Clemenger BBDO and animation studio Mighty Nice. The campaign shows the painful and potentially deadly consequences of the dangerous and illegal use of e-scooters.

The campaign follows the introduction of tough laws targeting dangerous riding behaviour, including increased penalties for riding without a helmet, riding on a footpath, and carrying a passenger. Riders caught riding under the influence of drugs or alcohol are subject to the same rules as motorists – and risk losing their licence.

E-scooters are a popular transport option for thousands of Victorians and the advertising campaign will improve awareness of the risks of unsafe riding as well as the significant penalties.

Central to the campaign is a series of videos using stop-motion animation, developed by Mighty Nice, to bring toy-like e-scooter riders to life. The videos begin with the toy characters riding dangerously and end with images of riders suffering serious injuries.

Data shows the most common e-scooter-related injuries requiring hospitalisation include limb, head and facial injuries. The risk of severe injury or death is greater when the rider is breaking the road rules, including not wearing a helmet or drink-riding.

The new campaign is backed by research that shows many Victorians see e-scooters as toys, not realising that failing to use them safely and following rules can have painful consequences. Research also found that many people don’t understand the key laws relating to e-scooter use.

Says Gabrielle Williams, Minister for Public and Active Transport: “E-scooters are an increasingly popular way for Victorians to get around, and our new laws are helping create a safe environment for riders. Riders can help keep themselves and others safe by doing the right thing, and this new campaign will be a wake-up call for those who think they are harmless and fun toys.”

Says Tracey Slatter, CEO, Transport Accident Commission: “It is concerning that research shows that many Victorians see e-scooters are toys and are unaware of the laws and penalties – this campaign aims to tackle both of these issues. We are asking all Victorians to do the right thing every time they ride an e-scooter – wear a helmet, don’t carry a passenger, stay off the footpath and don’t ride under the influence of drugs or alcohol.”

Victorians will see and hear the new campaign from 3 December 2024 to 26 January 2025 through online, radio/digital audio, social media, outdoor advertising, and culturally and linguistically diverse media.

With the festive season fast approaching, road safety authorities are reminding parents and guardians to reconsider if they are thinking of buying an e-scooter as a present, as they can only be ridden by people aged 16 years or older. To learn more about the e-scooter rules, visit transport.vic.gov.au/Road-rules-and-safety/E-scooter-road-rules.