Transport for New South Wales has partnered with Droga5 ANZ, part of Accenture Song.
This new statewide motorbike safety campaign aims to reshape how riders perceive risk on the road.
Titled Ride Like Everything’s Out To Get You, the campaign launches nationally from 19 February 2026 and comes as motorcycle fatalities reached a ten-year high in 2025.
Resetting the conversation on rider risk
The campaign responds to new crash data and research showing that awareness messaging alone is no longer driving sufficient behaviour change.
Fatalities have continued to rise year on year, with male riders disproportionately represented in serious injuries and deaths.
Four high-risk behaviours have been identified as priority areas for intervention: cornering, overtaking, intersection behaviour, and wearing protective gear.
Image: Droga5 ANZ
Research also revealed deeper cultural insights about motorcycling. For many riders, the activity is closely tied to identity, freedom and community.
However, overconfidence among newer riders was linked to increased risk-taking. While most riders acknowledged the value of protective gear, many believed full protection was not necessary for every trip.
Against this backdrop, the new campaign aims to elevate riders’ perception of risk on every journey, rather than relying on shock tactics.
A new creative approach
Barbara Humphries Image: Droga5 ANZ
Droga5 ANZ Chief Creative Officer Barbara Humphries said the work was designed to shift behaviour without alienating the riding community.
“The riding community is full of stories of seemingly innocuous objects or conditions, resulting in a near miss – or worse. This campaign aims to alert riders to the need to never let their guard down, even on seemingly ‘safe’ roads. By showing the hidden menace hiding in the familiar and banal, we’re using a new visual language to disarm, avoiding shock and fearmongering which causes many riders to self-exempt.
“The campaign is designed to elevate riders’ perception of risk on every journey, regardless of experience, prompt reflection on everyday behaviours, and equip both riders and drivers with the knowledge to better protect one another on the road.”
Rather than focusing solely on dramatic crash scenarios, the creative highlights everyday situations and decisions that can escalate quickly if riders drop their guard.
State-wide rollout across multiple channels
The campaign is rolling out across broadcast video on demand, online video, social, digital, radio, out-of-home and press. Creative assets have also been translated into four languages to support culturally and linguistically diverse media channels.
Transport for New South Wales Director of Road and Maritime Safety Evan Walker said the objective was to spark a more honest discussion about everyday risk.
“We want this campaign to start a more honest conversation about the everyday risks riders face when out on our roads and the need for them to be constantly on the lookout for danger to keep themselves safe. By focusing on everyday decisions – low-risk riding, protective gear and awareness, the campaign encourages people to think differently about risk before they get on the road and while they are riding before something goes wrong.”
The campaign film is available to view online.
CAMPAIGN CREDITS:
Client: Transport for New South Wales
Executive Director, Communications: Mel Stewart
Campaigns Manager: Philip Sherar
Campaigns Specialist: Christina Lazaridis
Creative Agency: Droga5 ANZ
Chief Executive Officer: Matt Michael
Chief Creative Officer: Barbara Humphries & Damon Stapleton
National Head of Production: Romanca Mundrea
Head of Production: Penny Brown
Head of Effectiveness: Kit Lansdell
Executive Creative Director: Christie Cooper
Executive Creative Director: James Conner
Group Business Director: Patrick Lynch
Group Business Director: Jenny McLarney
Business Director: Jack Asimus
Senior Producer: Kaija Wall
Senior Producer: Vanessa Fernandez
Design Director: James Halliday
Senior Designer: Stephanie Mo
Production Company: Sweetshop
Director: Jakob Marky
Co-Managing Directors: Edward Pontifex & Greg Fyson
Executive Producer: Kate Roydhouse
Producer: Nicole Crozier
DOP: Sam Chiplin
Post Production: ARC
Editor: Drew Thompson
Colourist: Billy Wychgel
Online Artist: Eugene Richards
Sound & Music: Liquidstudios NZ
Production Company: Sam I Am
Photographer: Toby Burrows
Retouching: Electric Art
Media Agency: OMD
Snr Planning Manager: Rhys Davies
Implementation Manager: Guida Helal
Implementation Manager: Andrew Spearing
Planning Executive: Kayley Macgonigal
Top Image: Droga5 ANZ