SSRP follows ‘Embrace Life’ with viral film for bikers

09.09 | 31 May 2011 | | 1 comment

Sussex Safer Roads Partnership (SSRP) has launched the follow up to its hugely successful ‘Embrace Life’ film, which this time focuses on motorcycling and motorcyclists.

SSRP has worked with writer/director Daniel Cox and Alexander Commercials to create ‘Stay a Hero, Stay Safe’, which portrays bikers as inspirational role models and shows a young boy creating his own motorcycle experience.

Ken Seymour, manager of the SSRP, said: "We are raising the profile of motorcyclists as intelligence led data infers this is the time to start to remind motorcyclists of their vulnerability.

“‘Stay a Hero’ deliberately avoids laying blame of any sort and isn’t your usual shocking public service film. We hope that it will connect with our biker community, generate discussion and help to save lives on our roads.”

Sarah Alexander, of Alexander Commercials, added: “There are very few adverts which speak directly to bikers, we are hoping that ‘Stay a Hero’ might fill in some of that gap. Rather than using fear and gore tactics we have tried to remind bikers of how great it is to ride while at the same time reminding them who they are going home to and why they need to stay safe. We are hoping the message will save lives this summer.”

The film follows the award-winning ‘Embrace Life’ commercial which scooped multiple accolades including YouTube ad of the year 2010 and a Prince Michael Road Safety Award.

Click here to view the film or for more information contact Neil Hopkins, Sussex Safer Roads Partnership, on 01273 467425.


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    I like the video, it’s not mushy and it certainly makes a point. Not only other road users but some motorcyclists can benefit by thinking of others such as family rather than achieving an adrenalin rush and maybe killing themselves. Unfortunately those who do perform stupidly on country roads are selfish and would not consider family and loved ones before themselves and are only interested in there own aspirations.

    Once again the stats [now 5% of traffic and nearly a quarter of all KSI [21%]] are not right. Most of the KSI are on a Sunday when on certain roads mainly used by motorcyclists the % usage is nearer to 20% thus making more sense of the 21% KSI.

    Bob Craven, Lancs
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