Title: Live Fast Die Old (campaign)

Organisation: Road Safety Scotland
Date uploaded: 21st April 2015
Date published/launched: April 2015

This campaign highlights the need for bikers to negotiate left-hand bends safely, on the back of statistics which show that one in three motorbike fatalities occur on these bends.

It was developed by Road Safety Scotland and the Scottish Government in support of engagement activity carried out by Police Scotland.

The campaign includes a short fun film showing older bikers enjoying themselves and living life to the full, while also taking it easy on left-hand bends, or ‘lefthanders’. The film was published on the Police Scotland YouTube channel.

The campaign Facebook page contains advice from experts and fellow bikers, along with YouTube videos and tips on biking techniques, and route recommendations.

The campaign is aimed primarily at male bikers aged 40-49 years who comprise 20% of all bikers in Scotland but account for 30% of KSIs.

Speaking at the time of launch, Michael McDonnell, director of Road Safety Scotland, said: “Roughly one biker dying every weekend during the biker season is totally unacceptable, and our aim is to make such a statistic a thing of the past.

“Police Scotland analysis shows that the 40-49 age group are the most likely to be killed than any other age group, and the Live Fast Die Old campaign reminds bikers there are simple steps they can take to keep themselves and other bikers safe this summer whilst still enjoying being out on the road.”

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