Safety = boring. Right?

The Challenge

Riding scooters for commuting is a growing trend in New Zealand - and it's an economical means of transport rather than riding for the pleasure of it. However easy it is on the wallet – its 16x riskier than driving a car. Shockingly, 49% of crashes involving scooters and motorcycles aren't the fault of the rider.

Currently, scooter safety isn't given much thought. ACC's key objective for this site and campaign was to create awareness around scooter safety. They needed to communicate with scooter riders, to let them know how being a scooter rider puts them at risk of injury and to provide them with information around how to reduce this risk.

The Solution

How do you communicate effectively with scooter riders? They are a diverse group, and there is a mixed response to ACC.  The brand was developed to communicate primarily with 15-35 yr olds - some of the younger riders we talked with thought it was great that ACC are doing this and they we are a credible information source. For others, they have a negative perception of ACC and don’t think  ACC would be experts in the area of motorcycle safety. Our research led to two key risks defining the creative and content solutions:
Risk 1: scooter riders think they know everything there is to know about riding. Mitigation: Keep the messages being delivered in ‘their’ language and provide practical tips they can easily take on board.
Risk 2: perception they are only riding a short distance and at low speeds, so therefore aren’t at risk. Mitigation: Keep reinforcing the risks in a way that unsettles riders slightly to get them to think about scooter riding a little differently.

DNA has developed concepts for the scooter campaign and provided the IA, content guides, design and HTML/CSS build of this ACC micro site.

•  www.scootersurvival.co.nz
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