This weekend South Australia Police will launch their latest advertising campaign.
Created to highlight motorcycle safety, the campaign tells South Australians that 'there's a lot riding on it' when it comes to every journey on a motorcycle.
Central to the campaign is a new television commercial focusing on men who are most at risk riding motorcycles.
The overall message is aimed as men who are over represented in motorcycle related road trauma, with 50-59 year olds most implicated in serious injuries last year, followed by 30-39 year olds.
The campaign emphasises the need for motorcyclists to always remember that they should ride to return, with the campaign showing a wide range of the most invaluable parts of life that will be lost if you don't make it home safely, including children, partners and even man's best friend.
Motorcycling is a dangerous form of traditional transport due to low visibility and minimal protection on roads, and last year motorcyclists represented 12.5% of road fatalities in the state.
South Australia Police acting Assistant Commissioner Dean Miller said the campaign aims to address attitudes towards motorcycle riding.
"Police are committed to improving road safety to reduce road deaths and serious injury crashes on South Australian roads," he said.
"We believe this is a very balanced approach to changing road user behaviour; particularly for motor cyclists. It contributes to our overall goal to make our roads safer for every road user.
"This campaign is also part of an exciting new progression for SAPOL in the road safety education space."
Police Minister Corey Wingard said this latest innovative campaign, produced by South Australia Police, is hard-hitting and will undoubtedly make an impression on motorcycle riders.
"We as a Government needed to look at better ways of tackling road safety," he said.
"SAPOL is in a unique position when it comes to road safety issues as they see first-hand the trauma that can occur on our roads. I applaud SAPOL for this powerful campaign and I'm hopeful it will resonate with all those who see it."
In addition to the campaign aiming to create significant behavioural change on our roads, the production also employed 47 locals, injecting money back into the South Australian economy.
The first television spots for the campaign will air on Sunday November 3 and the digital and outdoor posters will start from Monday November 4.
