The short answer is that they must, otherwise transport authorities wouldn't waste money on safety campaigns. After all, they research them heavily and study the data patterns.
As motorcyclists, we have a particular focus: both in terms of messages aimed at riders and messages aimed at other vehicle users about us. So, what works?
This is a very recent campaign from Transport for London, with a general audience:
You’ll notice at the end of the film a ‘Think!’ logo. This has an interesting story because it is a descendent of one the most memorable safety campaigns the UK has ever made: ‘Think once, think twice, think Bike!’ here
It’s not just the UK, of course. There are campaigns around the world.
So, what kind of approach do you think works? The ‘Respect the rules or you’ll end up ‘a little bit dead’’ style of the French, or the celebrity-endorsement style of California? Short ads or longer films? Aimed at riders or drivers, or both?
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