Survive the Ride 2004: working from the ground up

Survive the Ride may well be New South Wales’s most recognisable motorcycle rider safety brand. Building on and utilising vital contacts with motorcyclists and the industry, Survive the Ride 2004 demonstrates how working with the grass-roots is achievable and why it is a successful promotional technique. The campaign was co-ordinated by Road Safety Officers from four participating councils. Reaching nearly 220,000 riders on a budget of $26,000, Survive The Ride focused on the rider taking responsibility for their safety. The high incidence of commuter motorcyclists involved in crashes along the Great Western Highway was the impetus for this campaign. Through the production of a rider safety brochure and advertisements riders were challenged to consider their riding gear, their crash avoidance skills and their riding behaviour. The campaign successfully leveraged political and community support. (a) For the covering entry of this conference, please see ITRD abstract no. E211985.