Ambitious campaign targets tough motorcycling audience

A surge in motorcycling deaths in Nottinghamshire has resulted in an innovative campaign devised and implemented by The Shiny Side Up Partnership.

26 riders died on Nottinghamshire’s roads in 2001– over three times as many as in the previous year. Although motorcyclists only represent around 1 per cent of the driving population, 30 per cent of all Nottinghamshire’s 2001 fatalities were bikers.

The new campaign, Fatal Attraction, focuses on the riders who figure most in these accident statistics – those who ride for sport, speed and excitement, and enjoy risk taking.

The campaign recognises that this audience is likely to treat advice about safer riding with derision. To combat this, great care has been taken to adopt a non-authoritarian style. After all, the campaign’s target riders’ objective is to ride fast and push limits.

The campaign tone is sympathetic towards motorcycling and the desire of motorcyclists to test their skill and nerve. While upbeat about the sport and its thrills, the campaign also reminds riders of the consequences of crashes - and gives food for thought about the risks they take.

The current British Super Bike Champion, John Reynolds, fronts the campaign and his thoughts about the sport he loves are used in the campaign video. The video is packed with action and information about racing and leisure riding - and staying alive to enjoy the experience.

During summer 2002 the campaign has been trackside at Donington Park for the two Super Bike Championships events in April and September and for the British Motorcycle Grand Prix in July. A combined audience of around 75,000 is expected at the three events.

The video is shown on a state of the art giant screen, which is highly visible from all parts of the course. An additional attraction is a free prize draw to win a set of leathers as worn by John Reynolds.

Fatal Attraction is an ambitious project, being run as a pilot in 2002. The campaign has cost around £40,000 to develop and run. This cost is being borne jointly by the members of The Shiny Side Up Partnership - Nottingham City and County Councils, Nottingham Police, Derby City and County Councils, Leicester City and County Councils and Northamptonshire County Council.

By comparison, the cost of the 26 fatalities in 2001 has been calculated at approximately £34.5m – plus, of course, the trauma and grief for the loved ones of the riders who died.

For further information about the Fatal Attraction campaign please contact wither Heidi Duffy, tel: 0115 8444 021 or Sheila Ormerod, tel: 01623 631641 or visit www.reducingROADcasualties.com.