Case Study: Department of Health (VIC) promotes safer off-road riding with Icon Agency

Department of Health (vic) launches off-road safety campaign in 11 years of injury data with Icon Agency

The Department of Health (VIC) faced a challenge in developing an effective safety awareness campaign for off-road motorcycle riders, particularly young males aged 15-25. With no media budget, they tasked Icon Agency with creating an engaging behaviour change campaign to increase the use of personal protective equipment (PPE) and safe riding behaviours without reducing the fun of the sport, all while overcoming the stigma of government-led safety initiatives.

Icon Agency developed the "Be Aware Out There" campaign platform, which used fast-paced, relatable content featuring local riders to position safety as an integral part of the riding experience. They produced a suite of tiered content for the Department and its partners to share. While final results were pending at the time of writing, Icon Agency provided a comprehensive EPOS strategy and initial stakeholder feedback was positive.