A new digital education campaign aims to encourage motorcyclists to consider the benefits of protective gear and new safety features on their bikes at the point of sale.
In a series of advertisements filmed at a Perth motorcycle shop, an actor masquerading as a sales clerk demonstrates a series of ridiculously over-the-top safety features.
Hidden cameras capture authentic reactions from real-life customers to features such as adult training wheels, handlebar airbags and a head to toe Carbon Fibre Exo-Suit.
The customers are later told of the set-up and engage in conversation about the importance of protective gear, and motorcycle safety.
There were 29 motorcycle fatalities last year, and six motorcyclists have already been killed on Western Australian roads this year.
In 2017, 26 people were killed and 320 people seriously injured in motorcycle crashes on WA roads.
The $210,000 'The Serious Sale' digital campaign will be seen on social media and the Road Safety Commission's website until June 2019.
New design rules which come into effect in November mean Anti-Lock Braking System (ABS) technology will be compulsory for all new motorcycles sold in Australia.
A Monash University Accident Research Centre report found the inclusion of ABS as a standard safety feature on motorcycles could result in a 31 per cent reduction in death and serious injuries in a crash.
As noted by Road Safety Minister Michelle Roberts:
"I hope this new campaign will start a conversation between motorcyclists and their loved ones.
"The fact of the matter is motorcyclists don't have the same protection that a vehicle affords.
"If you come off at high speed you are highly likely to be killed.
"A lot of people enjoy riding motorcycles. This is about making sure that people are aware of the dangers and are as well protected as possible."
