In 2014 motorcyclists were involved in 15% of deaths on NSW roads. Despite only counting for 3.7% of all road users. Research showed that they believed they were never at fault, blaming crashes on car drivers instead. They also were averse to being told what to do, or how to improve their riding in advertising campaigns.

Our virtual training centre makes riding safer, by giving riders of every level the tools they need to improve their risk management strategies.

The Hazard Perception Test is a 220-degree, interactive video that changes dynamically as riders respond to changing conditions – recording and analysing their reaction times and decision making abilities.

The trip planner features a selection of great rides from across the state, delivering engaging content alongside utility and safety messages. This embraced rider passion for the road whilst driving behavioural change by reframing the way riders prepare for a ride.

The content platform is positioned as a peer-to-peer biker community, with rider safety at its core.

Bearing in mind the well-documented antipathy of our target market towards similar products, the amount of unique visits so far has been excellent – over 143,000 in the first few weeks.

The average time spent on the site has been nearly seven minutes, well above the industry average, with nearly 79% of all visitors to the site engaging with the Hazard Perception Tests.

Through both browsing and playing, our safety messages are continuing to reach our audience. Hopefully this will impact their riding strategies and we’ll be able to report a significant reduction in rider fatalities. Early testing has shown a 17% increase in attitudes and awareness of motorcycle safety amongst those polled, compared to pre launch levels.