Motorcycles are more likely to be involved in a severe collision. Between 2004 and 2008 there was an average of 831 casualties in our province each year involving motorcycles. This statistic is especially alarming since Albertans typically only ride their motorcycles about six months of the year.

There are other messages speaking to motorcyclists about the importance of riding safe but few do it in a voice in which the target can relate.The copy and artwork work together to create a voice that is from the riding culture and hence authentic.Even motorcyclists who are not in leather clad gangs empathize to those rebel attitudes especially the riders who occasionally push, if not break, the limits of traffic safety.

Traffic statistics are released annually and are not available until the end of the fiscal year.