Graphic Ad Shows Motorbike Rider’s Foot Get Mangled In Accident
Motorbike riders account for 17 per cent of deaths and serious injuries on Victoria's roads.
A confronting new ad shows the consequences of motorcycle riders not wearing the proper protective equipment when on the road.
The ad shows the rider coming off his bike while not wearing sufficiently strong shoes.
The results, well, they're not good news for the rider's foot.
The ad comes from Victoria's Transport Accident Commission (TAC), which said there are around 2,500 motorcycle-related injury claims per year.
Motorcycles make up just four per cent of registered vehicles in the state, and account for less than one per cent of the total kilometres travelled by road users.
Riders, however, account for 17 per cent of deaths and serious injuries on Victoria's roads.
TAC's head of marketing and communications, Joanna Whyte, said the campaign hits home and shows the risks of having a 'casual attitude' towards wearing proper protective gear.
"The audience we are speaking to either do not have the right protective gear or choose not to wear all of their protective gear for every ride," she said.
"Casual clothing such as sneakers, hoodies and jeans only protect a rider for less than a second on impact with the road, and often result in devastating injuries."
The ad was created by creative agency Clemenger BBDO.
The agency's executive creative director, Richard Williams, said the campaign was designed to have an impact and change behaviour.
"This isn't a dramatised version of what could happen. It's the reality of a risk experienced riders take daily when they don't protect their entire body on every ride."
The TAC and Clemenger BBDO also created a campaign back in 2016 which showed just how different human beings would look if they had evolved to survive car accidents.
The difference between 'Graham', the fictional human designed to survive road trauma, compared to actual humans showed just how vulnerable our bodies are on the roads.
Featured Image Credit: Transport Accident Commission/ YouTubeVivienne Kelly