How communications can drive motorcycle road safety this spring

Motorbike riders are disproportionately vulnerable on the roads compared to car drivers, which places a huge emphasis on how to improve motorcycle road safety. In our line of work, we see how communication is an invaluable tool to do just that. 

Indeed, the arrival of spring means more bikers are now out enjoying a ride in the warmer temperature. 

Our latest blog explores four areas where communications campaigns are helping keep riders safe. 

How airbags are making a big impact 

Airbags in cars are commonplace and are increasingly saving the lives of motorcyclists thanks to innovative new products. 

One company that’s pushing forwards is Mo’cycle with its market offering and communications. It has designed the world’s first airbag jeans, and much of the world has now heard about it thanks to a concerted PR campaign which has seen its game changing product splashed across major news outlets, including the New York Post, The Sun and Fox News. 

Airbag protective clothing is close to our heart at Red Marlin, following our award-winning campaign, together with UK road safety charity IAM Roadsmart, entitled ‘Giving airtime to rider safety’ which highlighted how countless lives can be saved if more motorcyclists wear innovative air jackets.  

The campaign saw coverage on the BBC and ITV, plus national newspapers, while prompting a government petition, industry partnerships and a national coalition of 30 organisations dedicated to motorcylist issues and road safety. 

Spring into action for motorcycle road safety 

As previously mentioned, the warmer weather arrives with spring, so there will be more bikers enjoying the freedom of the open road. 

It provides an opportune time to communicate to an engaged audience through a variety of messages, techniques and channels. 

For instance, messaging could focus on the importance of mechanical checks for bikes that have been in winter storage, or concentrate on how to ride safely with a passenger. 

The importance of this time of year is clearly reflected in some hard-hitting spring campaigns, including those that were targeted at young riders via social channels, or specific parts of the country like Northern Ireland. Both had a focused seasonal message, hard-hitting facts about the dangers, a clear target audience and valuable advice on how to keep safe on the roads. 

Potholes are a constant danger 

Potholes are a menace to all road users, not least motorcyclists who face an even greater danger if they are unfortunate enough to hit one. 

It’s an area of concern that has seen a determined effort from a variety of organisations including the British Motorcyclists Federation. 

The National Motorcyclists Council has also championed the cause and is a leading voice in The Pothole Partnership. 

Similar to Red Marlin’s motorcycle safety campaign, The Pothole Partnership shows how joining together a coalition of organisations can add weight to a campaign by utilising various skill sets and broadening reach to key media contacts, while keeping a constant message. 

Protecting minds as well as bodies 

Mental health is another factor that contributes to safety and wellbeing of motorcyclists, and is being addressed head on by charities such as Mental Health Motorbike. 

Its sustained calendar of activities, such as its ‘Cupper ‘n’ Chat’, plus regular blogs and monthly enewsletter, clearly supports its aims including creating a greater awareness of mental health and having a mental health first aider in every town and city in the UK. 

Does your motorcycle road safety communications need a voice? 

If you have a road safety campaign that needs to be heard, then Red Marlin could help, from PR and media relations, government engagement, through to digital content, plus much more. 

Get in touch for a chat if you’d like to use our expertise to help keep the UK’s roads safer.