It’s finally here…

Stay A Hero launches and proves that you really can’t please all the people all of the time. No that that’s an issue….

If you try to please all of the people all of the time, you’ll end up with work designed by committee, work that’s probably derivative and work that’s most definitely dull.

Following up on Embrace Life, we’ve released ‘Stay A Hero’, which was written and directed by Daniel Cox, produced by Sarah Alexander of Alexander Commercials. And here it is:

But the video’s not the be-all and end-all of the campaign. Talking to bikers about safety is more complicated than telling people to put seatbelt on. So we’ve produced a magazine that’s going alongside the film, helping not only to promote it, but also to get across some essential safety information.

Marc at Osocio commented that he’d never seen an publication used as a “strategic choice”. If that’s true (and, to be fair, I can’t think of many either), I’d be very surprised…

And on top of all of that is a revamp of the motorcycling section of our website, accessible through – there’s more data, more information and far more links than ever before to really push our safety agenda.

Early criticism

You’ll never please all of the people all of the time, which is fine. And we knew that the biker market would be a hard one to crack.

So I’m not too worried that a few people don’t get it. What is interesting however is that when someone slates it on a motorcycle forum, we’ve got other people (nothing to do with us, I hasten to add) explaining the meaning of the work in words of one syllable. In effect, they’re doing out job for us – the community is making the conversation around the work at no-one’s behest but their own.

And we’ve had a few comments comparing the work to Embrace Life (including one which rightly observed that Embrace Life’s brilliance lies in its simplicity). Well, I’m not too worried about those either – ‘Stay A Hero’ is a very, very different proposition for a different target market, and with one subtle, yet fundamental, difference.

The differences between films

‘Stay A Hero’ is a gateway to conversation. Embrace Life was an instruction.

There’s no one single, simple action for all bikers to take that will help save their lives. Some need to slow down, some need not to exceed their skills limit in corners. Some need to look over their shoulders more, some need to wear brighter clothing so that car drivers can see them. (And that’s without getting into the issues of car drivers not checking their surroundings properly either…)

‘Stay A Hero’ is therefore designed to open up conversations with a group that, traditionally, have been hard for us to reach effectively. That’s the strategy, and hopefully a combination of online and offline community work will see it bear fruit. The tactics lie in the film, the magazine, the website plus social media work across the web.

But, as with any new campaign, we’ll have to wait and see what happens, hoping that we’ve got the strategy and tactics right to help us lower road death in Sussex, and maybe beyond as well.

With ‘Stay A Hero’ now spreading across the web, it’s a waiting game…


So - what did you think? Love it? Loathe it? Have something to add? Well, what are you waiting for?

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