Motorcyclists targeted with safety messages
Two newly launched safety messages are attempting to influence Victorian motorcycle riders.
The Transport Accident Commission has launched an ad aimed at persuading riders to plan for the dangerous mistakes of other road users while a message organised by Maurice BlackBurn lawyers campaigns for a law change to allow bikers to filter between cars.
TAC and the motorcycling community have clashed in the past with the Stop SMIDSY (Sorry Mate I Didn’t See You) campaign, backed by Maurice Blackburn, claiming the TAC unfairly portrays motorcyclists in its advertising.
I ride a bike, and that TAC ad is pretty damn good.
The first sensible piece released by the TAC in forever.
That’s a great looking Ad and good to see creative like this rolling out!
After almost 4 years, the TAC have finally created an ad worthy of great applause. But, how did we reach this point. Well, let me explain.
It all started with those appalling Scare Campaign ads. That year the Motorcycle Riders Association of Victoria prepared a paper titled Communicating with Motorcycle Riders at the request of TAC. In this paper they were instructed to take an approach that uses language that motorcycle relate to, that it needed to be riders talking to riders and not use anti-motorcycle statements. One year later, it was clearly apparent that TAC had taken no notice. Then we had a change of government and things changed.
In the UK the Think Biker campaign had produced a Perfect Ride ad. A lot of arguing and persistence by riders on the Victorian Motorcycle Advisory Group, consistent submissions by many riders at the Parliamentary Inquiry into Motorcycle Safety led by the Victorian Motorcycle Council final resulted in the TAC finally recognising that they needed to listen more closely to the motorcycle advocates.
That it took the TAC so long to wake up to themselves is a disgrace which Mumbrella has more than adequately covered in other reports, where riders recorded their disgust at the TAC apparent refusal to take the right advice. Previously they designed an approach and then tried to prove it via focus groups. In the process they created many critics. That it took so long reflects poorly on the TAC. But, to their credit they have taken a huge step in the right direction. They now have a product truly designed by riders for riders.
To all the marketers – this is a classic case that demonstrates the importance of understanding your target audience. You may think you know them, but in reality you don’t. This is a case where it was critical to utilise inside knowledge, rather than employ ideas which to you look OK, but your target audience hates…….
In conclusion, I feel really satisfied with this ad because it reflects everything in the original paper titled Connecting with Motorcycle Riders – of which I was the initial author, and for which many other riders played a role in making my wishes contained in that document come to fruition : )