Montana DOT

Motorcycle Safety Minisite
Motorcycle Safety Minisite
Motorcycle Safety Minisite

Montana DOT

The Problem

Fun and safety. Freedom and responsibility. These seem to be opposing forces. So how do you reach an audience already resistant to messages of safety and responsibility? How do you persuade someone who knows the risks, but decides to ignore them? In other words, how do you persuade motorcycle enthusiasts—especially business professionals between the ages of 45 and 54—who observe best practices and safety precautions in every other aspect of their lives, that riding a motorcycle can be fun, but also needs to be done with safety in mind?

The Solution

In this multi-year effort to reduce motorcycle-related fatalities, Flying Horse developed an integrated campaign to drive traffic online. Light on overt safety messaging and heavy on useful, entertaining features, the print and social media executions drove enthusiasts to a website that established a user base on which to build a safe riding community, exerting positive peer pressure on members.

The Results

The campaign resulted in local and national media coverage, over 12,000 visits from 4,000 individuals and an advertising partnership with Harley Davidson.

The National Institute for Highway Safety grant criteria that the Montana DOT needed to adhere to quantified campaign success as a measurable drop in motorcycle fatalities. Flying Horse utilized motorcycle crash data similarly, as a way of assessing the effectiveness of the campaign. During the course of the two-year campaign, motorcycle deaths in Montana decreased by 27%.