For the last few years, Mayhem has been warning people of the dangers of not having the right insurance. But it turns out he’s been making his point for much longer than that. And on September 25th, he got the chance to prove it.

On that day, Allstate took over all advertising during two hours of rush hour broadcast on radio stations across the United States. But we didn’t just play a bunch of unrelated commercials. We sent Mayhem on a trip down memory lane as he counted down his greatest moments from the beginning of time to today.

The Rider Protection Project started with a single, unnerving statistic: Everyday in the U.S., three motorcyclists are killed at intersections. With it, Allstate had a clear and direct goal to work towards: find a way to keep riders safe. Every creative execution had to answer the question, “Could it help save lives at intersections?” This single point of data formed the foundation for our cause and allowed us to rally the support we needed to make a difference.

But we still needed more data, more concrete knowledge about where we should focus our efforts. “Intersections” was too vague, so we elevated our message to the public, using this statistic as a means to engender user-submitted data. We asked people, both riders and drivers alike, to help us identify dangerous intersections and share them on Facebook. The responses came pouring in, and momentum for the Rider Protection Project picked up. People shared our vision for safer roads. Without the user-submitted data of dangerous locations, the Rider Risk Map would not have been a reality. With its creation, we had achieved the first objective of the Rider Protection Project: we empowered riders to help make a difference with motorcycle safety awareness.

In addition to guiding Allstate’s internal vision, the data became a powerful public-facing messaging point. Working with our Facebook-centric initiative, the statistic shook people out of their complacency. Allstate gave people not only a voice to make a difference but also a resource to create a tangible outcome, evoking a sense of responsibility and inspiring the larger community to take action. The more involved they became, the farther our message spread, and with the 39 Watch for Motorcycle sign installations in 2013 and 3 in 2014, we garnered press and publicity for our movement.

The Rider Protection Project started with a single, unnerving statistic: Everyday in the U.S., three motorcyclists are killed at intersections. With it, Allstate had a clear and direct goal to work towards: find a way to keep riders safe. Every creative execution had to answer the question, “Could it help save lives at intersections?” This single point of data formed the foundation for our cause and allowed us to rally the support we needed to make a difference.

But we still needed more data, more concrete knowledge about where we should focus our efforts. “Intersections” was too vague, so we elevated our message to the public, using this statistic as a means to engender user-submitted data. We asked people, both riders and drivers alike, to help us identify dangerous intersections and share them on Facebook. The responses came pouring in, and momentum for the Rider Protection Project picked up. People shared our vision for safer roads. Without the user-submitted data of dangerous locations, the Rider Risk Map would not have been a reality. With its creation, we had achieved the first objective of the Rider Protection Project: we empowered riders to help make a difference with motorcycle safety awareness.

In addition to guiding Allstate’s internal vision, the data became a powerful public-facing messaging point. Working with our Facebook-centric initiative, the statistic shook people out of their complacency. Allstate gave people not only a voice to make a difference but also a resource to create a tangible outcome, evoking a sense of responsibility and inspiring the larger community to take action. The more involved they became, the farther our message spread, and with the 39 Watch for Motorcycle sign installations in 2013 and 3 in 2014, we garnered press and publicity for our movement.