'Breathtaking Roads' Motorcycle Safety Campaign

Despite accounting for less than 1% of all road traffic in Scotland bikers account for 20% of road deaths, with negotiating bends and overtaking among the riskiest manoeuvres.

The campaign features six films which highlight the thrill of riding in beautiful landscapes, while also reminding bikers to enjoy Scotland’s roads safely.

Shot in some of Scotland’s most picturesque locations, the Breathtaking Roads series uses striking footage to highlight the importance of considering the entire picture and every potential hazard before making any decisions whilst riding. It urges bikers exploring Scotland’s roads to ‘take your time to take it all in’.

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.

Campaign Toolkit

In addition to the campaign films detailed above, please find attached the campaign toolkit, which provides information on the full suite of assets, including key messages, posters 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 amy.witherspoonmcgee@gov.scot.

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