The task was to convince motorcyclists to consider their safety when riding – in particular those who ‘let loose’ and treat the road as if it were a racetrack. Our approach was to demonstrate that due to the ever-present danger of roadside obstacles, the road is a far more dangerous place than a racetrack. The addition of 5 times Moto GP World Champion Mick Doohan helped to make the point that even the world’s best riders would face a certain death if they raced on the the road.