We Put "Hey, a Motorcycle!" on Everyone's Radar

Motorcycle safety deserves attention – but not another lecture. In this public awareness campaign, we targeted both drivers and motorcyclists, reminding everyone that they share the road. Judging by the campaign's results and the online conversation it sparked, we successfully achieved our goal: getting people to truly notice motorcycles.

Client:Ministerstvo dopravy
Year:1/2026
Categories:
- Public sector

The numbers are alarming

Half of all motorcyclists killed or seriously injured in road accidents are victims of collisions caused by car drivers who simply fail to notice them. This insight became the starting point for a multi-channel awareness campaign designed to remind the public that motorcycles are becoming an increasingly common part of everyday traffic and to encourage drivers to pay greater attention to them. A quarter of fatal motorcycle accidents occur in situations where a driver fails to give way, with only seconds and awareness making the difference. Motorcyclists remain among the most vulnerable road users: three out of four collisions between cars and motorcycles result in serious injury or death. In head-on crashes caused by a vehicle crossing into the opposite lane, four out of ten motorcyclists do not survive.

Services:

Media buying & management

Why Do We See Motorcycles but Fail to Notice Them?

The answer lies in how the human brain processes information. When overloaded with visual input, our brains naturally filter out what they do not expect to see – a phenomenon known as inattentional blindness. Because motorcycles are smaller and move differently from cars, they are often overlooked even when they are directly within a driver's field of vision. Other factors make the problem even worse. Saccadic masking briefly suppresses visual perception during rapid eye movements, while the limitations of peripheral vision cause the brain to fill in missing details based on expectation rather than reality. Add blind spots created by a vehicle's bodywork and mirrors and a motorcyclist can effectively disappear from a driver's awareness.

Turning Science into a Campaign

We joined the nationwide campaign originally developed by Triad and expanded it into a comprehensive online communication campaign. Using a series of static visuals and social media posts, we highlighted dangerous traffic situations and explained why drivers unintentionally overlook motorcycles. We also adapted Triad's original video assets into dynamic digital formats, transforming 20-second films into short, impactful six-second videos perfectly suited for social media. We created campaign-specific visual assets and wrote all social media copy based on the client's brief, ensuring every touchpoint remained consistent with the overall campaign message. The result was a fast, cohesive content ecosystem deployed across every major digital channel. The campaign achieved extensive reach across YouTube, Facebook, Instagram, and TikTok, while also delivering strong performance through display advertising, PR and search. Media partnerships played a significant role in amplifying the message. PR articles were published in collaboration with Mafra (iDNES.cz) and Vltava Labe Media (Deník.cz), while Seznam.cz supported the campaign with homepage takeovers, allowing us to reach audiences through premium media environments. The topic also generated lively discussion across Meta platforms, where users actively shared their own experiences and road safety stories.

Results Beyond Expectations

The "Hey, a Motorcycle!" campaign significantly exceeded every performance target across all channels. On YouTube, campaign videos generated more than 4.7 million views, reaching 180% of the original target. Across Facebook and Instagram, the campaign delivered 13+ million impressions, 4.3 million video views, 39,000+ website clicks and 14,500 user reactions. On TikTok, the campaign achieved 6.1+ million impressions, nearly 440,000 unique users reached and an average frequency of 3.5 impressions per creative.

Performance remained equally strong across earned and paid media. PR articles attracted more than 48,000 readers, achieving 117% of the planned target. Display advertising and PPC campaigns generated almost 10 million additional impressions, while searches for the phrase "Hey, a Motorcycle!" increased significantly throughout the campaign – clear evidence that the campaign captured attention and encouraged people to learn more about motorcycle safety.

Education, Emotion and Performance

The "Hey, a Motorcycle!" campaign successfully combined education, emotional storytelling and measurable performance. Through a strong strategic approach, effective creative execution and close collaboration with our partners, we amplified the campaign's core message and contributed to improving road safety in the Czech Republic. Because sometimes making the roads safer starts with one simple habit: Every time you spot a motorcycle, say it out loud: "Hey, a motorcycle!"