Motorcycling is the most dangerous of traditional transport forms with crash rates per kilometres travelled over 20 times that of passenger vehicles.
South Australia Police is this week filming a television commercial in an effort to change motorcyclist behaviours.
Superintendent Bob Gray said motorcyclists have little protection in the event of a crash so a collision at speed can result in serious injuries or death.
“This new motorcycle campaign targets motorcyclists wanting a thrill when they ride, we conducted one on one interviews with our target audiences and that information has helped shape this new campaign,” Superintendent Gray said.
“Riders we spoke to talk of being connected to the outside world, with a heightened sensory experience aligned with the need to be 100% focused at all times.
“They acknowledge that there is a level of risk associated with riding but rationalise risky behaviour in some way, whether it’s to get to their destination more quickly, or simply because it makes the ride that much more fun.
“We’re hoping this new advertisement will encourage them to reduce risk taking behaviour, particularly speed, in turn reducing lives lost and serious injuries.”
More than half of motorcycle crashes (55%) between 2017 and 2021 that resulted in a life lost or a serious injury only involved the motorcycle. Most of these crashes (87%) were run-off-road crashes and around half occurred on a curved section of the road.
Males are the most likely to be involved in a crash, which mainly occur in the summer months.
Of crashes during this time 44% resulted in a life lost or a serious injury involved more than one vehicle. Inappropriate speed is a contributing factor in 54% of crashes where a life is lost and 31% of serious injury crashes involving a motorcyclist.
The new motorcycle campaign is due to be in market in June 2023.
