In a bid to shift the needle on motorcycle safety, the Transport Accident Commission (TAC) has partnered with Akcelo to launch the 'Use Protection' campaign at the Qatar Airways Australian Motorcycle Grand Prix 2024.

The campaign, which centres around the 'Let’s Get It On' protection challenge and the Rider Innovation Display, is designed to resonate with riders who attend the Grand Prix for the thrill, not safety lectures.

The campaign aims to alter motorcyclists' behaviour around the use of protective gear. It features an immersive experience at the GP Expo, supported by prominent billboards and banners around the racetrack. Visitors can participate in the 'Let’s Get It On' protection challenge – a fast-paced quiz testing their knowledge of protective gear, with opportunities to win prizes. The Rider Innovation Display showcases the latest in motorcycle gear, blending cutting-edge style with advanced protection.

Motorcyclists account for 25% of serious injuries and 18% of road fatalities in Victoria, despite making up just 4% of vehicle registrations. This alarming statistic underscores the importance of the campaign in promoting safety and changing behaviour.

Aden Hepburn, CEO of Akcelo, said, "Riders make up just 4% of vehicle registrations but account for 25% of serious injuries and 18% of road deaths in Victoria. As a new rider myself, these stats are alarming and highlight just how critical this project is in promoting safety and changing behaviour."

Simon McCrudden, Brand Strategy Partner at Akcelo, added, "Riders know the benefits of wearing protective gear, but sometimes things get in the way of their best intentions. Changing behaviour for this audience requires a combination of education with a cut-through and fun message delivery to motivate them and make the message memorable on an ongoing basis."