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The National Police Chiefs’ Council (NPCC) has launched a new campaign aimed at improving bikers’ skills, as part of its Project Apex initiative.
The campaign is focused on leisure riders, as well as those returning to the roads after long breaks, and features great, practical advice from experienced motorcyclists who ride all categories of bikes.
The aim is to get key messages over before ‘occasional’ leisure riders jump back in the saddle in time for spring next year.
The campaign has been developed in conjunction with Claremont UK. Claremont – a leading communications agency that works to promote behavioural change –conducted a series of interviews with experts from the biking community, and reviewed 50 previous safety campaigns, to come up with a new concept: Ride Craft.
Rather than relying on traditional safety messaging, the campaign emphasises skill-building and mastery, tapping into riders’ desire to improve and emulate expert techniques.
Ride Craft delivers practical riding tips from some of the UK’s most respected motorcyclists. By engaging with expert behaviours, riders were encouraged to adopt safer techniques by default.
The pilot campaign website attracted 5,000 visits, and feedback was overwhelmingly positive. Three-quarters of users said they learned something new, and most found the content helpful and intended to apply the techniques shared. Officers using the toolkit believed strongly in its potential to reduce serious injuries and fatalities.
Chief superintendent Marc Clothier, National Roads Policing Operations Intelligence and Investigations (NRPOII), said:
“When I was approached to be a stakeholder in this piece of work I was genuinely excited.
“I was really impressed by the understanding Claremont had gained and the rationale behind their approach. The final product has been well received by colleagues and the public and I hope we can build on this and develop it more in the future so people can safely enjoy the freedom of two wheels.”
Ride Craft is now informing wider analysis of Project Apex, with strong potential for national rollout.
Find out more at https://ridecrafthub.org