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The Road is Calling - New Motorbikes Stakeholder Assets
Scotland's roads are some of the most spectacular in the world and also some of the most challenging. Motorcyclists make up less than 1% of traffic but account for 25% of fatalities on Scotland's roads. That's why the Scottish Government and Road Safety Scotland have been running the Breathtaking Roads campaign since 2018, working with the biking community to keep riders safe, without taking away the thrill of the ride.
The Road is Calling – end of season
In June we launched the latest phase of the campaign, The Road is Calling, in our continued efforts to make sure as many bikers as possible across Scotland see the campaign. To help keep bikers engaged throughout the year, we have developed new social and editorial copy that can be used across digital and social channels over the off-season. We also have a number of additional film assets that can also be used.
Watch the new film 'The Road is Calling' here
The campaign is rooted in a key audience insight: that biking is deeply tied to identity - the moment someone pulls on their helmet, they become a biker, and they are always dreaming of their next ride. The road itself holds an almost irresistible pull.
The campaign speaks to bikers from the perspective of Scotland's roads themselves, capturing the exhilaration of riding while naturally weaving in messages around preparation, hazard perception and rider behaviour.
Here's how you can help:
- Use social and editorial copy on your website, social channels, newsletter or any other channels you use to reach bikers, that would make a real difference. Every share helps us reach more of the biking community.
- Join our Live Fast Die Old Facebook community - we have a growing community of over 29,000 bikers. It's a space built by bikers, for bikers, with routes, advice, safety tips and conversation throughout the year. We'd love you to join, share our content and encourage your customers, members or readers to follow the page too.
- Work with us - we're keen to build on our partnerships this year and explore new ways to get safety messaging to bikers in the right place at the right time. Whether that's displaying campaign materials, supporting events, or other ideas you might have, we'd love to hear from you.
If you'd like to get involved, have questions, or want to discuss anything further, please get in touch at sgmarketing@gov.scot
Thank you for everything you do for Scotland's biking community. Together we can help make Scotland's roads safer for everyone who loves riding them.