CHALLENGE

In 2023, there were 2,127 crashes involving motorcyclists on Virginia’s roadways. 125 motorcyclists lost their lives. The DMV asked us to help them rev up awareness for the Virginia Rider Training Program (VRTP), a series of certified classes that teach rider safety. Their goal: increase program participation.

THE MOVE

Every rider thinks about safety at some point. We needed to convey the life-saving importance of the VRTP and how proper training can help you navigate the sketchy things that happen on the road. We created an integrated campaign that features a seasoned instructor telling a story every motorcyclist, young and old, can relate to. And we made sure every detail—from bikes to body movements—was accurate and authentic.