Bike safe. Car safe. All safe.

Government of Yukon – Highways and Public Works

Recognizing that there are both more motorcyclists on the road and the risk to the motorcyclists is increasing, the Government of Yukon’s department of Highways and Public Works wanted to develop a campaign with a set of messaging directed at motorcyclists and a set directed at drivers of other vehicles with a focus on keeping motorcyclists safe.

It made a lot of sense to do this as a photographic campaign, so we partnered again with GBP Creative and developed a set of concepts that would present some key safety messages in a fun and inventive way.

This is a fun set of four images. The first features a naked man standing behind a motorbike so we can't see anything too disturbing, with a motorcyclist in appropriate gear gesturing in frustration. Next is a motorcyclist riding through a combination of conditions, with a sunny day on the left and winter and snow on the right. Next is a motorcyclist dressed all in black where he and his bike are barely discernible from the background as a reminder that motorcyclists can be unintentionally stealthy and drivers should be cautious, and the last (and one of the best of the campaign) is of a motorcyclist wrapped in bubble wrap on their motorbike with the caption 'keep them safe').

Four of the campaign posters.

In all, 10 messages were developed and paired with tongue-in-cheek images—five primarily directed at motorists, and five primarily directed a motorcyclists. The project was rolled out as a series of posters, social media posts, Google ads, and on the Government of Yukon website.

A grouping of five social media posts. Three tall versions, one with a photo featuring a motorcyclist swivelling his head rapidly from side to side with the headline 'look out for yourself', one with a motorcyclist being cut off by a car and giving them the finger (pixellated!) with the French caption 'protégez les autres... et votre véhicule', and another where there's a motorcyclist in the back of the car with a surprised driver looking at them along with the French caption 'attention derrière'. The two horizontal images feature one where a child in the back of a car is extending a tape measure to make sure there's enough room between them and a motorbike, and one with two people (one in a sidecar and one on the motorbike) with the caption 'road trip safely.'

Some of the social media graphics in English and French.