TAC enlists comedian Ross Noble to front new motorcyclist safety campaign via alt/shift/

Victoria’s Transport Accident Commission (TAC) has partnered with alt/shift/ to support Motorcyclist Awareness Month (MAM).

Developed with the Motorcycling Community Engagement Panel (MCEP) and key government road safety leads; TAC, Department of Transport and Planning and Victoria Police, MAM raises awareness of motorcycle safety and aims to reduce fatalities and serious injuries on Victorian Roads.

Comedian and motorcyclist Ross Noble leads the 2025 campaign as a key ambassador, advocating for safer interactions between motorcyclists and other road users. Motorcycle riders make up around three per cent of registered vehicles in Victoria, however riders account for around 17 per cent of road deaths and around 23 per cent of very serious injuries.

The 2025 campaign message is clear: Share the road. Keep everyone safe. With motorcycle usage growing, ensuring rider safety remains a crucial road safety priority. MAM provides a vital opportunity to highlight that motorcycle safety is a shared responsibility.

“We’re thrilled to continue our partnership with the TAC,” says Elly Hewitt, CEO of alt/shift/. “This is a chance to deepen our connection with the motorcycling community, promote safety, and encourage smarter road choices. By engaging all road users, we can help make Victoria’s roads safer for everyone.”

Says Jacqui Sampson, Head of Community at the TAC: “With Ross Noble as the MAM ambassador, we’re amplifying our safety message and working towards a safer road environment for motorcyclists and drivers. Every road user has a responsibility to ensure that everyone gets home safely to their families. By fostering a culture of mutual respect and awareness on the road, we can reduce fatalities and serious injuries and make Victoria’s roads safer for all.”

Motorcyclist Awareness Month occurs every October, timed with the start of the riding season, as a reminder to take extra care on the roads this month, and every month. The campaign launched on 1 October and featured hero content with Ross Noble, supported by organic and paid social media, stakeholder engagement, and a community event. The TAC’s public education campaign runs alongside, reinforcing the MAM message. Various community engagement activities will run throughout the month to reinforce the campaign message, including presence at the upcoming MotoGP.

For more information visit https://www.tac.vic.gov.au/road-safety/road-users/motorcycle-riders and https://spokes.com.au/elevate-your-craft/motorcyclist-awareness-month

Client: The Transport Accident Commission (TAC)
Jacqui Sampson – Executive General Manager, Community Division, TAC
Ange Hann – Senior Manager, Marketing, Sponsorships and Engagement, Community Division, TAC
Ellen Crocker – Team Manager Engagement, Community Division, TAC
Anna Ferguson – Stakeholder Manager, Community Division, TAC

Agency: alt/shift/ (Behavioural Change Division)
Elly Hewitt – Director & National CEO
Anton Standl – Director
Anna Fullerton – Group Creative Director
Sophie Truter – Head of Integrated
Damian Davitt – Head of Social & Digital
Madeline Garisto – Senior Account Director
Brodie Beel – Senior Account Director
Shanya Sylvester – Account Coordinator

Production
Producer: Jess Lucas
Copywriter: Royce Akers
Director of Photography: Ben Blennerhassett
1st AC: Ant Salpietro
Gaffer: Hamish Rayner
Post Production: Manimal
Sound: Bang Bang Studios
Safety Officer: Nathan James