The Motor Accident Commission (MAC) launched the new ‘Gear Up’ road safety education campaign featuring five-time 500cc MotoGP World Champion, Mick Doohan.
The campaign, created by Clemenger BBDO, Adelaide advertising agency, aims to alert riders about the risks they face on the road and encourages them to take responsibility for their own safety by wearing the right protective clothing.
The campaign’s TV commercial shows a motorcyclist falling from his bike with his jeans, t-shirt and sneakers represented by body paint. The analogy is made clear when, at the conclusion of the commercial, Mick Doohan tells the viewer “If you’re not wearing the right gear you may as well be wearing nothing.” This is followed by the campaign line: Gear Up.
MAC Chairman, Roger Cook believe that five-time MotoGP World Champion Mick Doohan involvement to the campaign is helping to ensure motorcyclists sit up and take notice of the campaign’s important safety messages.
“We’ve spoken to motorcyclists and a key issue for them was to have safety messages delivered by a high profile and respected spokesman who’s experience and expertise is held in high regard. ” – Mr Cook said.
The ‘Gear Up’ campaign airs on TV from 7 November and also involves metropolitan press, online, regional pubs and roadhouses.
In the campaign’s website Mick Doohan guiding motorcyclists through the key aspects of appropriate motorcycle protective clothing.
Advertising Agency: Clemenger BBDO Adelaide
Client: Motor Accident Commission (MAC)
Production Company: Filmgraphics Entertainment
Director: Phil Meatchem
Account Director: John McLaren
Creative Directors: Greg Knagge and Geoff Robertson
Art Director: Paul Stratton
Copywriter: Matt O’Grady
Agency Producer: Jules Callen
Spokesperson: Mick Doohan