RICHMOND, VIRGINIA — Two Tango Collaborative has developed a new, fully integrated campaign for Virginia Department of Motor Vehicles Highway Safety Office in an effort to promote motorcycle safety and the Virginia Rider Training Program.
In 2023, there were 2,127 crashes involving motorcyclists on Virginia’s roadways, and 125 motorcyclists lost their lives. Shockingly, 76% of motorcycle riders involved in the crashes did not complete the Virginia Rider Training Program. To help support the DMV’s efforts to increase program participation, Two Tango was asked to conduct focus groups and establish an integrated media and creative strategy to raise awareness of the benefits of signing up for the Virginia Rider Training Program.
Based on what was learned from the focus groups, with the help of Good Run Research and Recreation, and additional research, it was clear that vulnerability and safety are always on motorcyclists’ minds. The riders who had taken the courses endorsed them. Untrained riders were unaware of the program and its foundational lifesaving benefits. A traditional PSA format was not going to work here. To connect with riders, Two Tango chose a more narrative approach.
“‘It’s not if you’ll lay your bike down, it’s when.’ A quote from our focus groups that really shook us,” said Executive Creative Director Erin Sarro. “The Virginia Rider Training Program can mean the difference between life and death. It was obvious our message needed to come from someone who’s been there: an instructor who also rides.”
Motorcycle culture and an in-depth look into the personas of the intended audience were factors in planning both the creative messaging and media placements for the campaign.
“If any subculture can spot a poser, it’s motorcyclists,” said Sarro. “We wanted to tell the story—their story—in a fresh, cinematic way that conveys the importance of staying educated to enjoy the incredible feeling of riding. We knew authenticity was going to be paramount in this campaign, so we chose a director and actor who are both avid, experienced riders. Every detail—bikes, gear, body movements, vocal expressions—was meticulously accurate.”
In partnership with Richmond-based production studio Spang TV and director Trevor Paperny, the 30-second commercial was shot around Virginia. In Your Ear Studios mixed the audio as well as the radio spots.
The campaign will be live throughout Virginia until the beginning of September 2024. To see the work, click here.
Based in Richmond, VA, Two Tango is a full-service advertising and marketing collaborative on a mission to make brands more human. Experience includes Virginia State Police, Mercedes-Benz, Wounded Warrior Project, Papa John’s Pizza, Sherwin-Williams, and the Virginia Lottery. For additional information, visit twotango.co.
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