Rider Training 2013-2014 Campaign Overview
Rider safety is a core component of MMSCs mission. We learned that riders can take contribute to their own safety by taking responsibility before getting on their bike. Based on key elements of our 2011-2013 campaign, we highlight the responsibilities riders can take to make their riding more enjoyable and long-lasting.
Rider education is a key component in a comprehensive motorcycle safety program. To help reduce motorcycle crashes, injuries, and fatalities in Minnesota, it’s important to maximize enrollment in rider education courses. The primary goal of this year’s campaign’s is to increase the number of riders who take a rider education course by educating them about the need, availability and value of rider education.
The primary audience is motorcycle riders aged 18-35 and the secondary audience is aged 45+. Both audiences are primarily male.
The campaign will focus on outreach to individual riders where they gather: events, shows, dealers, and among friends. Strategies will include radio and out of home (billboards and pumptoppers) channels.
Rider education has traditionally enjoyed very positive word-of-mouth messages among riders, and riders are more likely to accept information from individuals they view as peers.
The campaign ads will focus on the value of rider responsibility and the steps they can take before getting on their bikes.
Rider training campaign key messages will focus on three areas:
A responsible rider makes sure they are ready to ride by:
Getting trained - Rider training is an affordable, potentially life-saving option — especially important for new riders to learn crucial skills and earn their license. Training is important for experienced riders, as well, to sharpen skills and improve crash-avoidance techniques.
Wearing the Gear - Including a DOT-approved helmet and motorcycle-specific boots, gloves, brightly colored jacket, pants and eye protection. Also wearing brightly-colored gear will make you and your motorcycle stand out.
Riding Sober - If you drink, don’t ride. And if you ride, don’t drink. Nearly one-third of all motorcycle fatalities involve impaired riders.
For evaluation, we will track the number of participants in a rider training course between the 2013 and 2014 season. We will also track the number of unique visits to the MMSC Home page and Rider Training Courses Web page.