A new motorbike safety campaign from Highways England is delivering a shocking message to U.K. motorcyclists by way of fake pop-up stalls selling "parts."
"Bikertek" pop-ups appeared at motorbike events, festivals and cafes throughout the summer, advertising themselves as selling "biker parts." However, when bikers went in to investigate, as this video shows, they found the "parts" on display were prosthetics used in surgery to repair the body after a crash.The shops were all staffed by real bikers who had survived accidents and had prosthetic parts fitted as a result, so they could talk to bikers about the tactics and skills required to avoid accidents.
The campaign is by Adam&Eve/DDB, which created the online film to go with it, while Haygarth Group worked on the experiential side. It aims to shine a light on the high levels of accidents among bikers. “While motorbikes account for less than 1% of vehicles on UK roads, more than 20% of all serious injuries and fatalities happen to motorcyclists," said Annemarie Hennessy, head of marketing and events at Highways England in a statement.
: “Bike safety campaigns tend to use shock tactics, but that approach can often miss the mark," added Mike Stern, managing partner at Adam&Eve/DDB. "We wanted bikers to be as passionate about their safety as they are about their bikes. With BikerTek, we were able to engage bikers in new way and talk to them directly about an issue they can’t afford to ignore.”