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December 2010
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diary events for that month.

Campaigns

London Road Safety Unit

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