Look Before You Left: A Motorcycle Safety Campaign
The Client: Massachusetts Executive Office of Public Safety and Security (EOPSS)
The Problem
Motorcycle deaths account for 1 in 7 traffic fatalities in Massachusetts. From 2019 -2023, 57% of crashes involving a motorcycle were collisions with a four-wheel vehicle in traffic. Despite continued efforts to promote helmet compliance and rider education programs, fatalities continue to rise.
When it comes down to it, many drivers see motorcyclists as reckless risk-takers who don’t follow the rules of the road. But even those who think differently often don’t know what they can do to make sharing the road with motorcycles safer. Good intentions help but may not lead to positive action when it counts.
Research shows that nearly half of motorcycle fatalities occur when a four-wheel vehicle is specifically making a left turn. Drivers aren’t stopping to look for motorcyclists before initiating their turn, and if/when they do, it’s likely too late. When it comes down to it, we know that left turns are challenging to maneuver and dangerous for everyone, from drivers to motorcyclists to pedestrians. That’s why they make most people uncomfortable.
When something makes us uncomfortable, we either ignore it or pay it more time and attention. So our opportunity at this moment is to build on that discomfort regarding left-turns to bring the issue of motorcycle safety front-and-center.
The Goal: Make it more likely that motorcycle riders and four-wheel vehicle drivers can co-exist safely on Massachusetts roads.
The Desired Behavior: Drivers make it a habit to stop and look twice for motorcycles before taking a left turn.
The Approach: Building safer habits
In order to minimize the likelihood of multi-vehicle crashes and motorcycle fatalities, we need to change the way drivers approach high-risk maneuvers. And our research shows that unprotected left turns are causing the most harm. We also know that an effective campaign focuses on specific behaviors (ex. Left turns) because speaking in generalities (ex. Look out for motorcycles) is not effective for behavior change.
While older individuals are set in their ways and unlikely to change their behavior, new drivers are young and impressionable. So what better way to change road culture than by encouraging the next generation of drivers to build safer habits for high-stakes situations.
If we can link pausing to look twice for motorcyclists with taking a left turn, we’ll make it safer for drivers and riders to share the road – today and in the future.
The Audience Experience: Saving lives is something I can do.
There are many things outside of my control when I’m driving. But there’s this one thing that I can do to save lives—my own and those around me. And that’s to make it a habit to stop and look twice for motorcyclists before making a left turn. Because when something unexpected happens, I want to be ready for it.
Current Perspective: I don’t really think much about motorcycles when I’m driving – I’ve got enough on my mind. And ultimately, motorcycle safety isn’t something that’s in my control.
Desired Perspective: If I keep motorcycles in mind when it counts – when I’m taking a left – I can actually make driving safer for me and motorcycle riders. And that feels like the right thing to do.
Proof Points:
The numbers are clear: stopping and looking twice before making a left turn is the best way to keep you and motorcyclists safer on the road.
Left turns are tricky. But when you make looking twice a habit, you make it easier on yourself and others.
Approaching left turns absentmindedly makes it more likely that you’ll miscalculate speed/distance and crash into a motorcyclist.
There are a lot of people on the road and there’s no way to make sure others follow the rules. The best way to stay safe is to be extra cautious yourself.
