BikerTek

Motorbikes make up less than 1% of road traffic but account for more than 20% of serious and fatal vehicle casualties in the UK. To address this stark statistic adam&eveDDB and Highways England have created a new campaign encouraging motorcyclists to take control of their own safety by taking as much care of their own bodies, as they do their beloved bikes. The campaign focuses on the launch of a brand-new “bike parts” shop but, instead of bike parts, the shop stocks prosthetics used in surgery to repair the body after a crash. The ‘BikerTek’ parts shops, produced in partnership with Haygarth, have appeared at 13 motorcycling events, festivals and cafés around the country throughout the summer. The ‘parts’ in the shop looked like high-end bike parts, but on closer inspection were in fact medical implants you may need if undergoing major surgery following an accident. 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. adam&eveDDB created an online film showing the unsuspecting bikers’ reactions when they find out what the parts in the shop are really for. The film ends with the strapline ‘Bikes repair easier than bikers’. Integrated advertisement created by Adam & Eve, United Kingdom for Highways England, within the category: Public Interest, NGO.