‘Live Fast Die Old’ campaign returns

09.54 | 4 July 2024 |

The Scottish Government and Road Safety Scotland’s ‘Live Fast Die Old’ motorcycle safety campaign has returned for the 2024 motorbike season.

Despite accounting for less than 1% of all road traffic in Scotland, bikers account for 17% of road deaths, with negotiating bends and overtaking among the riskiest manoeuvres.

The campaign, which will be live until 29 September, features a series of films which highlight the thrill of riding in beautiful landscapes, while also reminding bikers to enjoy Scotland’s roads safely.


The dedicated ‘Live Fast Die Old’ website and Facebook page house the campaign films and offer other content, including blogs from Scottish bikers sharing first-hand experience and tips with peers, as well as route inspiration and best practice advice.

The campaign will run on digital, social and outdoor channels. Representatives from the ‘Live Fast Die Old’ campaign will also be attending this year’s Thunder in the Glens Festival in Aviemore (23-26 August 2024).

A campaign toolkit, which provides information on the full suite of assets, including key messages, posters, new social images and suggested social post copy, is available to download via the Scottish Government Marketing Resource Centre.



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