Transport for London were tasked with reducing the number of motorcyclists seriously injured or killed by speed-related collisions. Motorcyclists are at disproportionate risk on London roads – accounting for 1% of trips on London’s roads, but 21% of deaths and serious injuries. 48% of these deaths were speed related.

The radio ads feature a man who has been riding too fast, talking in a voiceover about what he’d be doing if he was at home with his loved ones. But as the scene unfolds it becomes clear that he’s being treated for serious injuries by paramedics on the road, and his line “still, you live and you learn” then resonates with disturbing irony.