Think! - Motorcycle Campaign

By Michael Sibley 0701586

(The following information has been researched using the following the websites:
http://www.thinkroadsafety.gov.uk/campaigns/motorcycles/motorcycles.htm
http://www.thinkroadsafety.gov.uk/campaigns/motorcycles/motorcyclesmedia.htm
http://www.dft.gov.uk/pgr/roadsafety/strategytargetsperformance/tomorrowsroadssaferforeveryone?page=9#a1045)

The campaign that I have chosen to write about is the “Think! – Motorcycle Safety” awareness campaign. It was setup by the Department of Transport from Wales, Scotland, Northern Ireland and England. The purpose of this campaign is an attempt to reduce the number of fatalities or serious injuries on public roads (by at least 40%) by 2010. This figure does include cars, as well as other road legal vehicles. But, the majority of the target has been placed on motorcycles. Motorcyclists are said to be "vulnerable" road users and this campaign is an attempt to bring this to light for all road users. (This figure was taken from the campaigns main website - http://www.thinkroadsafety.gov.uk/campaigns/motorcycles/motorcycles.htm)

The organisers of this campaign have stated that the campaign is an "advice" campaign. I believe they have stated this as they know they are not able to force it upon any road user. This could also be because the adverts will not suit everyone that views or listens to it.

The campaign has been set out using 3 types of media. They are; printed media, audio as well as visual.

Posters

(This poster was taken from the “Think!” Website (http://www.thinkroadsafety.gov.uk/campaigns/motorcycles/motorcyclesmedia.htm#video)

The purpose of this poster is to bring the awareness to drivers and riders of how quickly something can occur. It is based on an event happening when you are least expecting it to.

The picture shows a dented car door, which on its own would mean nothing. But, by reading the small amount of words added to the poster – it makes people think more about what is happening around them.

I believe that this poster works very well as it pushes a clear message across to the people viewing it.

Drivers and motorcyclists are being told to be more careful and take more time about every action they take, and I believe that this message is conveyed in a successful way within the poster.

The purpose of this poster is to bring awareness to motorcyclists following other vehicles. The message is that if you cannot see the drivers wing mirrors then they are not going to be able to see you. Unlike the previous poster that had a message to take more time over your actions, this one is aimed at the road positioning. of the road user. I believe that the picture works very well, this is because it is using a camoflage effect to represent the bikes. In affect it is saying if you don't make yourself noticetable - then no one will know you are there.

Audio

Another way that the "Think! - Motorcycle Campaign" has been advertised is by using radio adverts.

http://www.thinkroadsafety.gov.uk/campaigns/motorcycles/media/dont.mp3

This radio advert backs up the message that is being conveyed in the first poster above. It is telling road users to take more time to make decisions while out on the road.

The setting for advert starts off calm as if it is a normal day then brings in the main message towards the end when it shocks the listener into hearing the crash take place. This gets the listener into using their imagination of what has just happend.

I believe that this advert works very well at wanting the listener to take more time, it brings realism to whoever listens to it, and makes everyone aware that it could happen to them if their concentration wanders.

http://www.thinkroadsafety.gov.uk/campaigns/motorcycles/download/brotherjohn.mp3

This radio advert is based on a story being told from a family member whose brother rides a motorcycle. giving this point of view shows that if a road user does hit a motorcyclist, it is not just the rider that you are effecting.
This radio advert doesn't necesarily have to be aimed just at car drivers, the advert warns the motorcyclist to do anything possible to be seen. The script in the advert states that the motorcyclist (John) wears a "yellow jacket".
This may mean nothing at first, but the brighter you are and the more you stand out from your surroundings the better chance you have of being seen.

Video

The "Think!" - Motorcycle has also used more visually aware advertisements that take it a step further than just a poster. They have produced television advertisements so that the campgain can be shown to a much larger audience.

http://www.thinkroadsafety.gov.uk/campaigns/motorcycles/media/howclose.mpg

The television advert in this above link was used alongside the first poster documented in this blog. The television advert can be one of the most succesful parts of the campaign due to the fact it has the chance of being broadcasted to such a large audience compared to the radio and poster advertisments on the campaign.

It is portraying the exact same message as the original poster, but as it gives in more detail what can happen by constructing what happens. It makes people think more about their driving and are more likely to follow the message.

Throughout the think campaign there has been a message that has been put across mainly towards the motorcycling community. The following advert works very well to make the motorcyclist more aware of dangers that can occur on the road and is probably the most effective advert. This is because there are many motorcyclists that have been in same situations but not come out as well where they haven't taken in the surroundings and upcoming hazards on the roads.

http://www.thinkroadsafety.gov.uk/campaigns/motorcycles/download/perfectday.mpg

In this advert a motorcyclist goes out for a ride through the country. Nothing would be more perfect than to see warnings of possible problems ahead and getting back home in one piece.

In reality once watching this advert you know that warnings like in the advert are never going to appear.

The main message from this advert that can be taken is to calm down on the road and be more aware of the surroundings. This makes the motorcyclists watching hopefully think about their riding, and not go out on the roads as if they are racing everyone.

Conclusion

It is noticetable from all the types of advertisement used in this campaign that no statistics are shown in any of the adverts. This could be due to the fact that not everyone would take notice of this part of an advert. This shows that all the adverts produced have been to the point and are out to just put the message across to its audience.

Another noticeable part of the audio and video advertisements for the campaign is the style of voice that has been used. the voice overs are of a man. He doesn't seem to sound his emotion at any point throughout the advertisement, but this doesn't mean that it is a boring voice over. This is because it sounds quite forceful and the way the message is said makes the listener (radio) or viewer (television advert) want to take notice.