Overview
The new bicycle helmet safety advertisement is the first to-date run by Roads and Maritime Services (replacing Roads and Traffic Authority) that targets adults.
The need for the new advertisement was based on the statistics. During the five year period 2005 to 2009 Roads and Maritime Services' (replacing Roads and Traffic Authority) crash statistics show that there were a total of 5,824 pedal cycle casualties on NSW roads. Among pedal cyclist casualties, the largest group was the 26 to 39 year old age group (30%), followed by children aged 16 years and under (19%). More than half of all casualties were aged 26 years or more.
Behavioural Issues & Facts/Figures
Despite the law mandating helmet use, Roads and Maritime Services' (replacing Roads and Traffic Authority) crash statistics show that during the five year period 2005 to 2009 Roads and Maritime Services' (replacing Roads and Traffic Authority) crash statistics show that helmet non-usage amongst pedal cycle casualties was generally poor with nearly a quarter of all casualties not wearing a helmet.
It is important to note that not all pedal cycle/rider/passenger casualties are reported to the NSW Police or recorded in hospital databases. As a result, the number of injuries could be greater.
Aim
The radio advertisement has three aims:
- Promote the safety benefits of wearing an approved bicycle helmet.
- Promote the NSW compulsory helmet laws.
- Encourage the use of helmets by all cyclists.
The radio ad aims to communicate a serious message in a comical way. Since time began, helmets have been a necessary safety and protective device for all walks of life.
This radio ad borrows from obvious examples where people wouldn’t be seen dead without a helmet, using a satirical and humorous delivery in the style.
Target Audience
This campaign is aimed at 26 – 49 year old recreational male and female bicycle riders who are over represented in the bicycle fatality statistics.
Key Message
The key messages of the campaign are:
- Any fall on a bike without a helmet can result in major brain injury.
- If you are getting on a bike, get a helmet on.
Campaign media
The campaign was run on Sydney metro radio stations in May/June 2011.
- Radio advertisment - file type: mp3, file size: 1.2Mb, duration: 30 seconds.
Radio advertisment transcript
Ok, helmets have been around since 900 B.C.
Soldiers wore ‘em so their skulls wouldn’t get bashed in.
Today, helmets are used for all kinds of cool stuff.
Cricket Batsmen don helmets.
Same for Motorcyclists...
Horse riders….
Skateboarders…
Break dancers.
They all wear ‘em. And you know their heads are no different to yours.
So, what makes your head so special when you get on a bicycle?
Don’t think that little ride to the shops warrants wearing one?
Well I’ve got news for you, even on a short ride you could have a big fall,
and you could suffer a major brain injury.
So if you’re getting on a bike, get a helmet on.
Authorised by the New South Wales Government, Sydney.