FCB London’s latest campaign for National Highways, titled BikerTek, takes a unique approach to promoting road safety among experienced bikers in the United Kingdom. With collisions involving motorcycles averaging one per day in 2022, National Highways recognized the need to address this issue and engage with the biking community in a meaningful way.
The BikerTek campaign aims to capture the attention of experienced bikers who may feel they’ve seen it all and know the risks associated with motorcycling. To achieve this, FCB London developed the concept of a bespoke motorbike made from medical grade titanium body parts. These titanium components are typically used to reconstruct riders’ bodies after accidents, making them a powerful symbol of the importance of road safety.
Manufactured by Old Empire, the bespoke bike not only appeals to bikers’ love of beautiful and unique motorbike design but also serves as a conversation starter about the dangers of motorcycle accidents. The bike will tour large-scale events such as the London Motorcycle Show and Bristol Classic Motorcycle Show, accompanied by a team of experienced bikers who have undergone similar accidents and have titanium components in their bodies.
At these events, the bikers will share their personal stories, allowing National Highways to engage in important conversations about road safety within the biking community. Additionally, FCB London has produced a compelling film highlighting the beauty and significance of the bespoke bike and its components. This film will be featured on National Highways’ channels and at event spaces, further amplifying the campaign’s message.
The BikerTek campaign represents the next chapter in National Highways’ efforts to promote road safety among bikers. Originally created by Adam and Eve, this campaign continues to push boundaries and challenge perceptions to create a safer environment for all road users.
By partnering with FCB London and leveraging innovative approaches like the BikerTek campaign, National Highways is taking proactive steps to reduce the number of motorcycle accidents and fatalities on England’s roads. Through engaging storytelling and impactful visuals, this campaign aims to inspire positive behavioral change and foster a culture of safety within the biking community.
As National Highways continues to raise awareness about the importance of road safety, campaigns like BikerTek serve as powerful reminders of the risks associated with motorcycling and the need for responsible riding practices. With a focus on education, outreach, and community engagement, National Highways is making strides toward creating safer roads for everyone.
