Motorcycles | Back Off (2023) | "Slide" 6 sec
Channel: SA Police News
Date: 31/05/2023

This campaign asks motorcyclists on thrill seeking rides to “Back Off” before their thrills turn to grief.

It primarily targets young male riders between the ages of 20 and 29 years, as they were most implicated in serious injuries between 2017 and 2021. More specifically, it is aimed at riders who speed on country roads and lose control of their bike. 

The campaign appreciates that riders know the risks associated with riding and that these risks are the main reason motorcyclists get on the road in the first place. 

The campaign was researched thoroughly with one-on-one interviews with the target groups, with the result that they found the idea extremely relatable with a clear message about motorcycle safety and refreshing, unexpected angle. 

The campaign takes the language and phrases used by motorcyclists in regards to what they love about riding, and connects them with confronting imagery. 

The new campaign will air on TV, digital channels and billboards, and will be in market until the end of June 2023.