Capitalize has been briefed to raise awareness of road safety among this high-risk group via PR and the sponsorship of super-bike events. In particular, Capitalize will promote the DfT's sponsorship of the British Superbike Championship (BSC).
The team will attend the main BSC competition and its 12 supplementary events each year until 2010. Each championship attracts 30,000 people.
Nonetheless, the DfT wanted to take the message even further so bikers are consuming the campaign messages in specialist and national media,' said account manager Harley Stephens.
The campaign will also harness celebrity endorsement, using ex-superbike champions like John Reynolds to engage with fans. The offensive will use the straplines ‘Keep Racing for the Track' and ‘Give your bike the skills it deserves' - referring to the speed and power of modern motorcycles, which many owners are not equipped to control.
The Think! campaign aims to help the government achieve its aim of reducing deaths and serious injury on the road by 40 per cent by 2010. Motorbike users are particularly vulnerable as they make up just one per cent of traffic yet account for one fifth of fatalities on the road.