Hard-hitting Transport for London ad shows motorcyclists the consequences of going too fast
Transport for London (TfL) is launching a hard-hitting awareness campaign to try to reduce the number of motorcyclists seriously injured or killed by high-speed collisions on the capital's roads.
The stark cinema, VOD and radio campaign, created by M&C Saatchi, shows a man talking about what he would be doing right now if he was at home with his loved ones.
As the scene unfolds it becomes clear he is being treated for serious injuries by paramedics, and the spot ends with the gravely ironic line: "Still, you live and learn."
Mark Goodwin, creative director at M&C Saatchi, said: “This haunting and insightful film engages the viewer emotionally by emphasising the human tragedy of a motorcycle accident."
According to TfL figures, the campaign is based on insight that motorcyclists are at disproportionate risk compared to other drivers. They account for just 1 per cent of trips on London roads, but 21 per cent of deaths and serious injuries, of which 48 per cent are speed related.
Miranda Leedham, head of marketing operations at TfL said: “Motorcycle incidents caused as a result of speeding are avoidable. We were asked to highlight this as part of our campaign to reduce the number of riders killed or seriously injured on London roads.
"This advert will highlight the very real dangers of riding too fast, and help motorcyclists to stop and think about the potentially devastating consequences of their speed.”
The ad was produced by Rattling Stick and media buying is handled by MEC.