Brand experience and innovation company Akcelo has been appointed by the Transport Accident Commission (TAC) to deliver a new road safety campaign aimed at motorcycle riders.

The campaign will be launched at the 2024 Australian MotoGP at Phillip Island, an event that attracts over 100,000 people from across the country.

Akcelo will also lead a highly targeted, interactive event action at the MotoGP to reinforce the campaign message and build engagement with the rider community. The campaign aims to drive behaviour change among Victorian riders and increase their use of protective clothing.

Motorcycle riders represent under 4% of all registrations, but account for 25% of serious injuries and 18% of deaths on the road. This stark disparity underscores the importance of the campaign.

"This is significant work at an iconic Victorian event. We’re eager to engage MotoGP fans and riders to enact change," said Managing Partner Melbourne at Akcelo, Jon Kenyon.

Brand Strategy Partner at Akcelo, Simon McCrudden, said: “The need to drive behaviour change for Victorian riders and increasing their use of protective clothing is paramount. Riders represent under 4% of all registrations, but account for 25% of serious injuries and 18% of deaths on the road. This brief is one we are excited to partner with TAC in helping solve.”