BikerTek (campaign)

Organisation: Highways England
Date uploaded: 23rd October 2019
Date published/launched: July 2019

This new motorcycle safety campaign is aimed at those most likely to be killed or seriously injured: leisure riders.The BikerTek campaign is centered around a spoof pop-up shop, which has been set up at bike shows and cafes across south east England.The BikerTek shop sells new bike parts – which customers initially believe are genuine – until it is revealed that the parts are in fact used to help repair the broken bones of injured riders.

More than 2,600 bikers have visited the shop, operated by sales staff, all of whom are bikers who have been involved in a collision.

Once engaged in conversation, the staff focus on four key behaviours: cornering, overtaking, speeding and fatigue.

Customers were filmed, showing their reactions when they realise what the parts are actually used for.

Highways England says riders are attracted by the striking similarity between the genuine motorcycle parts and their medical counterparts.

BikerTek follows a similar format to a 2017 Highways England campaign, which highlighted to young powered two wheeler riders the consequences of not wearing protective clothing

The Distressed campaign – again based on a pop-up shop – explains to young riders why not wearing the right gear could cost more than you think (see link below).

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