Own your ride
Own your ride is our new campaign focused on giving bikers the support and skills needed to get more out of what they love; putting miles behind them on their bikes.
The campaign has been designed with riders at the heart of it, taking into account feedback and inputs from bikers themselves to make sure it reflects the messaging and voices that resonate with them.
Motorcyclists are among the most vulnerable of all road users and account for a high proportion of collisions where someone is killed or seriously injured, both locally and nationally.
In Gloucestershire, we see a large amount of motorcyclists each year enjoy the stunning scenery, but with that, unfortunately we also see an increase in collisions.
Alongside the ongoing running of BikeSafe workshops and the enforcement work of our police officers, Own your ride will look to prevent these collisions by supporting bikers and car drivers in building on their skills to become the best they can be.
The campaign uses behavioural science to ensure the messages get through to their intended audience, through the use of research and behaviour c
hange modelling.
The campaign has been supported by funding from the Road Safety Trust's Small Grant Scheme, which has enabled the creation and ongoing evaluation of the campaign.
The campaign has also been made in collaboration with the National Police Chiefs' Council, who have supported in ensuring the campaign can be used by forces across the country, enabling a unified approach to road safety.
