VicRoads launches ‘Every Second. Always On’ motorcycle safety campaign via Hardhat

VicRoads is asking motorcyclists of varying experience and skill levels to think carefully about every moment they’re on the bike in their latest motorcycle safety campaign ‘Every Second. Always On’ via Hardhat.

The new campaign aims to improve the safety of Victorian motorcyclists by providing them with information to refresh their knowledge and encourage them to practice safer riding when negotiating the state’s roads.

Despite making up less than 4% of the registered vehicles in Victoria, motorcyclists are overrepresented in road trauma, accounting for 15% of deaths and serious injuries. The initiative was launched after a spike in motorcyclist deaths in solo crashes early in the year, with most not alcohol or drug related but instead experienced riders over 40 simply enjoying a scenic ride on country roads.

Set at the Yarra Valley’s famous Black Spur Drive, the campaign focuses on just how important every second of concentration, judgement and decision making is when it comes to road safety for motorcyclists. At the same time, the creative looks to reframe the perception of motorcyclists, replacing the assumption of riders being risk-taking hoons, with the idea that they are, in fact, calculated, under pressure and vulnerable road-users.

Says Robyn Seymour, chief executive, VicRoads: “We developed this campaign in direct response to the high number of motorcyclist fatalities across Victoria this year. The campaign’s message “Every Second. Always On” reminds motorcycle riders to be constantly vigilant on the road and this message will be promoted through traditional and social media, and roadside billboards.

“We also encourage motorcycle riders to take a new online quiz developed as part of the campaign to test and refresh their knowledge about safe riding habits.”

Says Glenn Dalton, executive creative director, Hardhat: “It was a difficult balance: sending a powerful message about motorcycle safety without attributing blame just on riders. And with research telling us that there was no single reason for the recent spike in motorcyclist fatalities, we needed a campaign message that could cover a wide range of factors. ‘Every Second. Always On’ is a positive reminder of just how much mental and physical application riding a motorcycle safely demands.

“It was a privilege to work with VicRoads on such an important campaign, and we hope that our message of ‘Every Second. Always On’ is one that riders always remember.”

Following an announcement on Thursday 13th, the campaign will rollout through June and July across OOH, TV, cinema, radio, social and press, and include an interactive quiz and map elements.

Client – VicRoads
Russell Higgins – Senior Policy Officer
Michael Green – Senior Policy Officer
James Soo – Manager – Vehicle & Motorcycling Policy
Sally McInnes – Head of Brand and Strategic Communications
Georgina Koufariotis – Strategic Communications Manager – Metro & Corporate
Alana West – Strategic Communications Advisor – Campaigns

Agency – Hardhat
Glenn Dalton – Executive Creative Director
Reece Ryan – Creative Director
Heath Schmidt – Art Director
Rick Stephens – Copywriter
Dave Sackville – Designer
Sophia Duhrin – Designer
Chris Lucas – Front-End Developer
Lani Cush – Strategy Lead
Jenna Hall – Account Director
Gabi Raison – Senior Account Manager
Virginia Krantz – Producer

Davros – Director
Brendan Lee – Producer
Cesar Salmeron – DoP
Cameron Murray – Photographer