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diary events for that month.
diary events for that month.
Campaigns
Archive campaigns – riders
Losing control
Message/strap line
Ride the roads you know as carefully as
those you don't.
Audience
- Motorcyclists
Aims
- To reduce motorcycle collisions
Concept
Research shows that, on average, most Londoners are injured on the road within 3 miles of home.
Media elements
Television and cinema – the advert begins by taking viewers through the start of a motorcyclist's day.
The advert ends with the motorcycle slamming into a lamp post having lost control after swerving to avoid a car door that opens unexpectedly in front of them.
Timings
Launched June 2006; re-run in 2008
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