A campaign to highlight what can happen to motorcycle\nriders if they fail to wear appropriate safety clothing has been recognised for\ncapturing the imaginations of young people across England. <\/p>\n\n\n\n
Highways England\u2019s \u201cDistressed\u201d campaign features a fashion range and price tags which, instead of showing the cost of the clothing, show a range of serious injuries a biker could suffer if they are not wearing the right gear.<\/p>\n\n\n\n
Early findings show the campaign is having a positive impact, and it has now received the \u201cBest Content Marketing Campaign\u201d award at the Chartered Institute of Marketing\u2019s Marketing Excellence Awards 2019.<\/p>\n\n\n\n
\u201cBikers are among the most vulnerable on\nthe road \u2013 this campaign is all about helping them be safer,\u201d said Peter Allen,\nHighways England\u2019s Executive Director of Corporate Affairs and Communications. \u201cThe\nmental and physical cost of not wearing the correct motorcycle clothing can be\nfar greater than the financial cost, so we wanted to stress how important it is\nfor our young riders to really understand the need to be prepared, and to\nalways wear the appropriate clothing.\u201d<\/p>\n\n\n\n
As part of the campaign, a pop-up shop was opened in East London, with the \u201cDistressed\u201d clothing range. \u201cCustomers\u201d were filmed \u2013 including their reactions when they realised what the price labels referred to. The film was then used as content for the campaign, along with mock fashion photographs featured on poster sites near to collision hotspots. The \u201cDistressed\u201d clothing range is still being used to promote motorcycle safety at events across England.<\/p>\n\n\n\n