Lead User Experience Architect with VML
Raise awareness and engage motorcyclists with tools and content to allow them to ride safely.
After exploring research from the Centre for Road Safety we engaged with motorcyclists across a range of ages and abilities to understand their motivations for and approaches to riding.
There were multiple communication strategies considered, many of which were assembled into an online communications hub Ride to Live. The challenge was balancing the positives of the riding experience with safety.
For beginner riders, engagement content included immersive hazard tests and tips. For more experienced riders content included travel guides, richly illustrated with authentic photography and narrative video.
The digital communications platform Ride to Live has raised awareness across the NSW motorcycle community and continues to be updated. Key campaign videos have attracted over a million views on YouTube.