As part of its national Project Apex initiative, the National Police Chiefs’ Council (NPCC) has partnered with Claremont to develop a fresh approach to motorcycle safety.
The campaign focused on leisure riders, particularly those returning to the roads after long breaks during spring Bank Holiday weekends.
Following a discovery phase that included interviews with 16 experts and a review of 50 previous safety campaigns, Claremont co-designed a new concept: Ride Craft.
Rather than relying on traditional safety messaging, the campaign emphasised skill-building and mastery, tapping into riders’ desire to improve and emulate expert techniques.
Ride Craft delivered practical riding tips from some of the UK’s most respected motorcyclists. By engaging with expert behaviours, riders were encouraged to adopt safer techniques by default. The campaign toolkit included a fresh visual identity, messaging guidance, social media assets, adverts and a comprehensive FAQ. Police forces across the UK adopted the toolkit, with activity spanning both northern and southern regions.
The pilot campaign website attracted 5,000 visits, and feedback was overwhelmingly positive. Three-quarters of users said they learned something new, and most found the content helpful and intended to apply the techniques shared. Officers using the toolkit believed strongly in its potential to reduce serious injuries and fatalities.
Chief superintendent Marc Clothier, National Roads Policing Operations Intelligence and Investigations (NRPOII), said: “When I was approached to be a stakeholder in this piece of work I was genuinely excited.
“I was really impressed by the understanding Claremont had gained and the rationale behind their approach. The final product has been well received by colleagues and the public and I hope we can build on this and develop it more in the future so people can safely enjoy the freedom of two wheels.”
Ride Craft is now informing wider analysis of Project Apex, with strong potential for national rollout.
Claremont has recently signed up for Road Safety GB Corporate Plus Membership.
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