The Transport Accident Commission (TAC) has rolled out a compelling new road safety campaign, “If you think e-scooters are a toy, think again,” to address the dangers of unsafe e-scooter use. Partnering with Clemenger BBDO and animation studio Mighty Nice, the campaign leverages stop-motion animation to deliver a hard-hitting message: e-scooters are not toys, and reckless use can lead to severe consequences.
New Laws Target Dangerous E-Scooter Riding
This campaign aligns with the introduction of stricter laws in Victoria, aimed at curbing dangerous e-scooter riding behaviors. These include:
- Increased penalties for not wearing helmets, riding on footpaths, or carrying passengers.
- Zero tolerance for riding under the influence of drugs or alcohol, with offenders facing the same penalties as motorists, including the potential loss of a driver’s license.
Raising Awareness of Risks and Penalties
E-scooters have become a popular mode of transport for thousands of Victorians, but many riders fail to recognize the risks of unsafe use. This campaign seeks to educate the public on the dangers of risky behavior and the significant penalties for breaking the rules.
According to TAC data, the most common e-scooter-related injuries requiring hospital care include limb, head, and facial injuries. The risk of severe injury or death is significantly higher when riders violate road rules, such as riding without helmets or under the influence.
A Creative Approach to a Serious Message
At the heart of the campaign are stop-motion animated videos by Mighty Nice. These visually striking clips depict toy-like e-scooter riders engaging in dangerous behaviors, transitioning to scenes of serious injuries to underscore the consequences.
Expert Voices on E-Scooter Safety
Gabrielle Williams, Minister for Public and Active Transport, emphasized the importance of the new laws, stating:
“E-scooters are an increasingly popular way for Victorians to get around, and our new laws are helping create a safe environment for riders. This campaign serves as a wake-up call for those who think e-scooters are just harmless fun.”
Tracey Slatter, CEO of TAC, added:
“It is concerning that many Victorians see e-scooters as toys and are unaware of the laws and penalties. We urge all riders to follow the rules—wear a helmet, avoid footpaths, and never ride under the influence of drugs or alcohol.”
Campaign Details and Reach
Victorians will encounter the campaign across various channels, including online platforms, radio, digital audio, social media, outdoor ads, and culturally diverse media, running from December 3, 2024, to January 26, 2025.
With the festive season approaching, authorities are also urging parents to think twice before gifting e-scooters. Only individuals aged 16 and older are permitted to ride them under current laws.
For more information on e-scooter rules and road safety, visit transport.vic.gov.au.
