TAC and Clemenger BBDO launch Shredmill to test motorcycle gear

The Transport Accident Commission (TAC) has launched the Check Your Gear Before You Hit the Road campaign with Clemenger BBDO, an Omnicom Oceania agency.

The campaign aims to show motorcycle riders how well their gear protects them before they find out in a crash.

The centrepiece is the Shredmill Road Surface Simulator, a life-sized treadmill made from abrasive grit belt.

Gear with different MotoCAP ratings is run on the belt to show how long each item lasts against a road surface. The Shredmill was developed with MotoCAP, the independent motorcycle clothing safety program, and scales up the abrasion testing used to rate protective gear.

The idea rests on the premise that there are two ways to find out how safe your gear is: on the road or at MotoCAP. Gear that looks protective can perform very differently in a crash, and price, brand or appearance don’t guarantee protective performance.

Giles Watson, Executive Creative Director at Clemenger BBDO, said: "The road feels passive until the moment you come off. Then it becomes the ultimate judge of your gear. We built The Shredmill to bring that test forward, so riders can see the difference for themselves in a way that real riders could interact with."

Dr Christopher Hurren, MotoCAP Chief Scientist and Associate Professor, said: "It can be very difficult to know how protective motorcycle clothing really is just by looking at it. MotoCAP gives riders independent scientific evidence about how gear performs. The Shredmill gives us a powerful way to take that testing directly to riders and let them see the difference for themselves."

Riders from across Victoria watch their own gear tested on the Shredmill, then see the shredded result next to a MotoCAP 5-star rated equivalent. Footage of these tests, capturing riders as their assumptions meet the results, runs across film, social and digital.

TAC on encouraging riders to check their gear

Fin Bird, TAC Executive General Manager for Marketing and Behaviour change, said: "Riders know protective gear matters, but not all gear on the market offers the same level of protection.

"To help reduce the severity of injuries when motorcycle crashes occur, this campaign aims to raise awareness of MotoCAP, a free, independent resource that helps riders make informed choices about the gear they buy and wear.

"This campaign provides an innovative and engaging way to generate awareness and conversation around MotoCAP, encouraging more riders to check their gear before they hit the road.”

The campaign’s biggest live audience will be at the Australian Motorcycle Grand Prix at Phillip Island, where attendees can try the demonstration. Every demonstration points riders to MotoCAP, which they can use to check the performance of their existing gear and guide future purchases.