LLRRSP | Play it Safe: Reframing Road Safety for Older Motorcyclists

When traditional road safety messaging falls flat, sometimes you have to make it a game.

The Leicester, Leicestershire & Rutland Road Safety Partnership exists to reduce road casualties across the region. As long term partners, Effect has collaborated with LLRRSP for over seven years, working as an extension of their team. Together, we design and deliver digital campaigns that reach audiences that traditional public safety messaging often miss, translating complex behavioural challenges into creative that genuinely moves people to act.

This campaign targeted older motorcyclists across the county to promote the Enhanced Rider Scheme: a refresher course designed to sharpen skills and improve safety on the road. With injury rates among this group rising year on year, and a summer riding season that brings thousands of returning riders back onto the roads after months away, LLRRSP needed a campaign that could reach them in the right way.

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