‘Live Fast Die Old’ Motorcycle Safety Campaign

Despite accounting for less than 1% of all road traffic in Scotland, bikers account for 17% of road deaths, with negotiating bends and overtaking among the riskiest manoeuvres.

The campaign, which will be live until 29 September 2024, features a series of films which highlight the thrill of riding in beautiful landscapes, while also reminding bikers to enjoy Scotland’s roads safely.

The dedicated ‘Live Fast Die Old’ website and Facebook page house the campaign films and offer other rich and engaging content, with films and blogs from Scottish bikers sharing first-hand experience and tips with peers, as well as route inspiration and best practice advice.

The campaign will be live on digital, social and outdoor channels supported by PR. Representatives from the ‘Live Fast Die Old’ campaign will also be attending this year’s Thunder in the Glens Festival in Aviemore (23 to 26 August 2024).

Campaign Toolkit

Please see the campaign toolkit, which provides information on the full suite of assets, including key messages, posters, new social images and suggested social post copy.

All campaign assets are available to download via the SG Marketing Resource Centre

How You Can Help

Please share the campaign assets across your channels where appropriate. You can also share directly from the official ‘Live Fast Die Old’ Facebook page, referencing the campaign hashtag #BreathtakingRoads

We’re looking for bikers across Scotland to get involved by sharing their experience, advice, top routes and ride-out tips with other bikers. If you’d like to be part of the campaign, follow ‘Live Fast Die Old’ on Facebook and send us a DM, or get in touch with sgmarketing@gov.scot

If you have any questions on the campaign please get in touch, and thanks for your continued support.