Think. Ride Smart.

The Minnesota Department of Public Safety (DPS) is rolling out a new public information and education campaign for the 2004 – 2005 riding seasons. The tagline is “Think. Ride Smart.”

Who : The campaign focuses on motorcyclists themselves and some risky behaviors—riding without protective gear, riding without proper training, and riding impaired—that are entirely within the rider's control.

For the past two years, DPS targeted other drivers. DPS takes aim at motorcycle riders this year because of one simple fact: riders are at least partially to blame in nearly every motorcycle crash.

Why : Most riders think the “other guy” is their biggest threat on the road, but it isn't true. In Minnesota , the majority of motorcycle injuries and fatalities come from single-vehicle crashes. And, there are very few multi-vehicle crashes in which the rider did not contribute to the crash. To reduce crashes, injuries, and fatalities among motorcycle riders, we need to assign responsibility to everyone involved.

What : DPS developed three posters and three brochures for the campaign. The posters use humor to draw attention and the brochures provide the backup information.

This riding-gear ad shows how ridiculous motorcyclists look when they're not properly dressed for the ride.

 

The biker in this picture might look like he doesn't have a clue, but chances are, he's less likely to crash than most riders—because he took a safety course.

 

If you think talking on a cell phone or holding a baby while riding is dangerous, it's nothing compared to drinking and riding.

Where : In a move away from mass media, the new campaign targets motorcyclists directly at dealerships, shops, license exam stations and deputy registrars. Motorcycle-related businesses, especially dealerships, provide the perfect places to reach new, returning, and experienced riders with important information. If you don't see the posters or brochures at your favorite dealer or shop, please find the manager and ask why.

How : DPS staff created the new posters and brochures in-house. DPS information officer Pat Hahn and graphic artists Beth Petrowske and Bob Lahr conceived and produced the materials with input from motorcycle riders and the motorcycle safety advisory committee. The models in the photos were volunteers who donated their time for motorcycle safety.

These materials are available at no charge to Minnesota motorcyclists. To order copies of the brochures or posters, or any other motorcycle safety materials, contact DPS at 651-282-2916.