Go High-Viz!
The 2008-2009 Rider Conspicuity Campaign
Overview
About half of all motorcycle crashes in Minnesota involve another motor vehicle. In many cases, the driver of the other vehicle did not see the motorcycle rider—or didn't see him or her until it was too late.
However, in a multi-vehicle crash, both drivers share responsibility for the crash. While it is critical that other drivers watch carefully for motorcyclists and share the road, it is equally critical that motorcycle riders make themselves as conspicuous as possible.
The 2008-2009 Rider Conspicuity Campaign was conceived and designed in-house by the Minnesota Department of Public Safety with assistance from the Minnesota Motorcycle Safety Advisory Committee, conspicuity product retailers, and volunteer motorcyclists.
Goals
To educate motorcycle riders about conspicuity products, techniques, and strategies.
To increase motorcyclists’ use of high-visibility clothing and conspicuity products.
To reduce multi-vehicle motorcycle crashes, injuries, and fatalities.
Objectives
1. Design, build, and promote a special Web page with conspicuity information and strategies.
2. Increase motorcyclists’ use of reflective vests, white helmets, brightly colored clothing, and motorcycle modifications by 10 percent by October 2009.
3. Reduce the number of multi-vehicle crashes in which other drivers “don’t see” motorcycle riders by 10 percent in 2009.
Target Audiences and Key Messages
The primary audience is motorcycle riders, male and female, aged 35-54. The secondary audience is motorcycle riders, male and female, age 20-34. The younger age group is more often associated with colorful riding gear and motorcycles; the older age group is more often associated with dark-colored riding gear and motorcycle lighting modifications.
The key message for both groups is a Web-based tool to “Be a Perfect 10” by using a point system associated with high-visibility clothing, modifications, and strategies to stand out in traffic. To visit the Web page, go to HighViz.org.
Three different print ads targeted at 1) younger riders, 2) older riders, and 3) all riders will promote the conspicuity Web site with the message “Some riders have no problem being seen by other drivers. But you’re no....” These ads include examples of conspicuous riding gear, their associated point values, and a Web address (HighViz.org) for more information.
(To view larger versions or obtain free copies of these posters click here.)
Strategy
Motorcycle riders place great value on their individuality and freedom of choice, and each rider has a riding system that’s unique—even if that means having no system at all. The campaign strategy allows for individual choice: visitors to the site can choose from up to 20 recommendations to increase their conspicuity, each with a point value. Visitors are encouraged to choose techniques that best fit into their riding system and add up points to become a “Perfect 10.” An optional computer quiz will give visitors a baseline conspicuity rating between 1 and 10, offering recommendations to reach 10 points.
The campaign will reach its target audiences through rider training courses, print advertisements, flyers, special events, and word of mouth, both in-person and on-line. Word-of-mouth efforts will be given special consideration, as motorcycle riders are more likely to adopt behaviors presented by their peers and role models.
Tactics
1. The conspicuity Web site will showcase 20 specific recommendations for riders to increase their conspicuity, use an interactive quiz, host a “reflective sticker contest,” and offer additional resources and information for visitors who want to learn more.
2. Motorcycle safety instructors (“rider coaches”) will promote conspicuity and the Web site in rider training courses, and reach about 9,000 riders statewide in all target groups annually.
3. Print advertisements (3 posters) to promote the Web site will be distributed to more than 500 motorcycle dealers, shops, clubs, schools, exam stations, and deputy registrars statewide and reach all target groups.
4. The campaign and Web site will be showcased in the spring Minnesota Rider Review newsletter in Minnesota Motorcycle Monthly to reach all target groups in the Twin Cities metro area.
5. Rider coaches will be used to promote conspicuity and the Web site within their own circles of motorcycle riders—clubs, workplace, online enthusiast forums, etc. and reach all target groups.
6. Informational flyers (80,000) promoting the Web site will be printed on the back of 3x6” retro-reflective adhesive sheets and distributed by rider coaches in motorcycle safety courses, in the May Minnesota Motorcycle Monthly issue, and at special events to reach all target groups.
7. A news release statewide and to national enthusiast publications will introduce the campaign. The statewide news release will coincide with a special “wear your vest to work” rider coach event and reach all target groups.
Partners
Biker Hiway
Dennis Kirk
Minnesota Motorcycle Monthly
Momentum Motorsports Photography
Olympia Moto Sports
Rider Wearhouse
Streetglo Reflective Decals
Evaluation
1. Conspicuity Web site (HighViz.org) traffic and individual page traffic will be tracked to measure the number of visitors and the increase in Web traffic overall for the Minnesota Motorcycle Safety Center Web site (motorcyclesafety.org).
2. A mail-in survey conducted before, during, and after the campaign will measure the change in riders’ use of high-visibility clothing and motorcycle modifications and riders’ awareness of conspicuity messages. A copy of the January 2008 baseline survey report is available for download here (PDF, 350K).
3. Comparison of crash factors — “failure to yield right of way” and “driver inattention/distraction” attributed to other drivers in multi-vehicle motorcycle crashes —will be evaluated, along with the number of multi-vehicle motorcycle crashes pre- and post-campaign.
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Last Updated 10/26/2009
