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motorbike

Highways England's unique price tag on student rider safety.

Riding your motorcycle without protective clothing could cost you more than you think.

Highways England has launched a new campaign that aims to raise awareness to help young riders realise how important it is to always wear the right protective clothing. Without the protection that a car can offer, motorcyclists are more vulnerable than other road users, so what these riders wear can make all the difference when knocked off their bike.

A pop-up shop was set up in Shoreditch which hosted a range of distressed denim jackets, jeans and tops that had been inspired by young riders. The people who visited the pop-up shop were very interested in buying the clothing until they saw the burn marks, blood stains or the rips on the sides and back. When the customers found out the price of the clothing they were shocked. Three nights on life support, two weeks in intensive care, a whole summer of catching up on college—were just some of the things that were written on the price tags which reflected the true price of not wearing the right protective clothing whilst riding a motorbike. These unique price tags are the main concept of the campaign, so instead of stating the monetary value of the item,  the customers read the different hospital treatments that they would undergo after being in a motorbike accident if they were wearing these clothes.

Most young riders will come off of their bike at some point. Whether you’re just riding around the corner to the shop or further afield, you can get hit at any time which is why it's important to wear the right clothing. The campaign aims to encourage the discussion around wearing protective clothing and how the parents can help too. Young students are more concerned with what’s fashionable, so getting them to invest in items like rip-proof clothing, sturdy gloves, protective shoes and a helmet could make all the difference.

The video of the people reacting to the ‘Distressed’ clothing line was premiered to young people at Chichester College due to the recent rise in collisions involving young riders. Even though young riders only make up 15% of motorcyclists in Great Britain, they still represent more than 38% of rider casualties—so a young rider is 2.5% more likely to get hit than an experienced rider.

Alongside the video, the campaign is being promoted by the social media hashtag #distressedpopup.

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