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).