Hugger Motorcyclist Safety Campaign

Implementation
The key to a successful implementation of the campaign was the timing and positioning of a positive character that could have resonance and change behaviour with two different road user groups.

Motorists had to develop more respect and awareness of motorcyclists to help reduce collisions and thus fatalities involving motorbikes. Bikers had to be convinced that their skills had to improve.

Initially, the campaign was aimed at motorists so the motorcycling community could see we were serious about changing motorist’s perception of them.

Later in the year, as more motorcyclists took to Norfolk’s roads during the summer, the campaign concentrated on specific messages for motorcyclists encouraging them to consider additional training to improve their skills, the protection they wore during hot weather and to be proud of good biking skills.

Using this approach with Hugger as the lead, allowed more sensitive messages to be delivered in a fresh, more acceptable way and helped boost community reassurance that Norfolk’s roads are safe for all road users.

Creativity – what made the campaign stand out?
The Hugger character, named after a rear mudguard, was devised in-house by Norfolk County Council on behalf of the Think Norfolk partnership.

The campaign was supported by an extensive media, marketing and educational campaign that included prominent advertising across Norfolk’s buses, newspapers, specialist magazines and petrol forecourts and bus backs.

Much of the publicity was aimed at driving the motorcyclist to take the ‘Hugger Challenge’ which would identify gaps in their skills. This was supported by the distribution of promotional material such as flyers, key rings and car stickers at key events and bike rallies in Norfolk.

The versatility of Hugger allowed for mini-campaigns such as ‘Sweat it or Regret it’ focussed on wearing appropriate clothing when on your bike. Hugger also had his own Twitter and Facebook pages.

Crucially, all 39 motorcycle dealerships in Norfolk promoted Hugger including giving a Hugger Riding Pack to anyone buying a new bike or moped. The pack contained promotional material and Hugger’s Challenge details. All dealers also displayed 6ft Hugger cut outs.

This approach increased acceptance of Hugger as the mascot of the motorcycle community where cynicism of motorcycling advertising is historical. This positive pro-biker approach was praised in the national publication Motorcycle News.

For consistency, all 100 Think Bike! road signs in Norfolk have now being replaced to include Hugger.

Evaluation & measurement
In road safety terms, between the end of 2008 (just prior to the launch of the scheme) and the end of 2011 there was a 16% drop in KSI (killed and seriously injured) powered two wheeler casualties.

The Driving Standards Agency have held Hugger’s Challenge up as an example of how other local authorities can promote ERS (DSA Enhanced Rider Certificate).

In awareness terms, a full evaluation was carried out at the end of this summer with road users and this is available in more detail for interested parties.

Highlights include:
•50% of respondents knew the Hugger character with awareness higher in the younger age groups with 90% of under 29’s recognising the Hugger image and 67% of those aged between 30 and 44.

•Four in five motorcyclists recognise and value the Hugger campaign.

•60% (3 in 5 Norfolk residents) answer positively when asked if they feel more informed about road safety involving motorcyclists as a result of the Hugger images.

•47% say they would change their driving/riding behaviour as a result of seeing the Hugger adverts.

•65% (almost 2 in 3) would encourage others to change their behaviour due to the marketing.

•66% feel the campaign is a way of raising awareness of road safety issues involving motorcycles with 72 % of motorcyclists themselves feeling it is effective.