Droga5 ANZ rolls out ‘Ride like everything’s out to get you’ for Transport for NSW

Transport for New South Wales has launched a new motorbike safety awareness campaign developed with Droga5 ANZ, as motorcycle fatalities reached a ten-year high in 2025.

Titled Ride Like Everything’s Out To Get You, the campaign is designed to reset how riders think about risk, shifting the conversation from awareness to behaviour change.

The work follows new crash data and attitudinal research highlighting persistent growth in serious rider injuries and deaths. Male riders remain disproportionately represented, while overconfidence among newer riders was linked to increased risk-taking. Four priority behaviours were identified: cornering, intersections, overtaking and wearing protective gear.

Droga5 ANZ chief creative officer Barbara Humphries said the campaign draws directly from rider experiences.

“The riding community is full of stories of seemingly innocuous objects or conditions, resulting in a near miss – or worse,” Humphries said. “This campaign aims to alert riders to the need to never let their guard down, even on seemingly ‘safe’ roads.”

Humphries said the creative deliberately avoids traditional shock tactics. “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 spans BVOD, online video, social, digital, radio, out-of-home and press. Creative has also been translated into four languages for culturally and linguistically diverse media channels.

Transport for New South Wales director of road and maritime safety Evan Walker said the objective is to trigger more honest reflection among riders.

“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,” Walker said.

“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 platform arrives amid broader pressure on road safety bodies to evolve messaging beyond awareness-led education. Behavioural science and cultural insight are increasingly shaping campaign strategies, particularly in categories where audiences believe risk “won’t happen to them”.

For marketers, the campaign reflects a growing shift in public sector communications: moving from information delivery toward psychological reframing and habit disruption. Rather than emphasising consequences, Ride Like Everything’s Out To Get You focuses on vigilance, encouraging riders to treat every journey as unpredictable.