Road Safety campaign group THINK! has launched a new campaign reminding young bikers of the risks and the spiral of consequences they can face if they choose to ride a motorcycle after taking drugs.
Between 2014 and 2023, there was a 70% increase in motoring fatalities where drugs were considered a factor. Young men are overrepresented in the crash statistics, with around 90% of collisions involving motorists who were drug-impaired being male. 40% were aged between 17 and 29 years.
Overconfidence and a tendency to underestimate the risks are widespread, with 32% of young men believing it is OK to ride after taking drugs if they ‘feel fine’, while 46% claimed to know someone who regularly riders a motorcycle after using drugs.
To tackle this growing issue, THINK! has launched an impactful new campaign to make the point that drugs and riding/driving never mix.
While the focus of the campaign is driving a car – it’s called ‘Don’t Put Drugs in the Driving Seat’ – the overarching message is equally relevant to motorbike riders.
The campaign creative uses the driving seat as a constant setting, with a rotating camera effect revealing how one poor decision can lead to devastating consequences.
The assets highlight the impact drug driving and riding can have on a person’s night, life and future, as well as the risk of injuring themselves or others – consequences that research shows resonate strongly with this audience.