The Scottish Government and agency Leith have presented a new motorcycle safety campaign in which Scottish roads address riders directly. The film is the latest instalment of the Breathtaking Roads campaign, which Road Safety Scotland has been developing for eight years. The communication is connected to the Live Fast Die Old community, launched for Scottish motorcyclists and based on their experiences, knowledge of the roads and relationship with riding.
Instead of a police warning or a conventional message about reducing speed, the road takes over the narration. It reminds motorcyclists to prepare for what lies ahead, maintain their concentration and respect the conditions on the route. In one shot, the tarmac takes the shape of a snake, illustrating how quickly the situation on the road can change.
The campaign is not aimed at beginners, but primarily at experienced riders. Scotland has around 77,000 motorcycle owners, most of whom are between 45 and 65 years old. This group continues to record the highest number of road users killed or seriously injured.
More than half of all motorcycle accidents occur on rural A-roads, where the speed limit is 60 miles per hour. All recorded fatalities occurred on roads outside built-up areas. The data also show that the risk is not limited to the summer months, but is present throughout the year.
The film follows the way motorcyclists experience riding on Scottish roads, from long open stretches to changes in direction and conditions that require a quick reaction. The message is not that they should stop riding or stay at home, but that experience and familiarity with the route should not replace preparation and full attention.
The campaign, launched in early July, is running across targeted VOD formats and social media. It is supported by posters placed at locations frequently visited by Scottish motorcyclists, including visuals created in a manga style. Communication also continues on the Live Fast Die Old Facebook page, which has more than 27,000 followers. Members of the community share route recommendations, riding experiences and safety advice there.
Carol McNicol, account director at Leith, said that the campaign has been built on respect for the motorcycling community from the beginning. The new film reminds riders to prepare before setting off and thereby give themselves the best chance of a safe ride.
