The NSW Government is getting ready to launch a major motorcycle safety advertising blitz, investing in targeted behavioural change as part of its broader effort to reduce deaths and serious injuries on NSW roads.

The campaign, Ride like everything’s out to get you, is designed to cut through with riders of all ages and experience levels, recognising that while enforcement, infrastructure and licensing reform are critical, behaviour on the road remains a decisive factor in motorcycle safety outcomes.

The safety blitz will officially launch tomorrow, with collateral and content across multiple channels.

The campaign comes at a critical time, with 75 riders killed on NSW roads last year – an increase of 10% on the year before.

The new campaign reflects the government’s commitment to pull every lever available to reduce road trauma, with behavioural initiatives forming one part of a broader road safety strategy.

The first phase of the campaign focuses on the risks riders face when travelling through corners, particularly the danger of the unexpected. A television commercial featuring a wombat appearing suddenly on the road highlights how even familiar routes can quickly become deadly.

Transport for NSW has tapped every possible resource, developing a campaign that lent on extensive data, rider research and behavioural science.

The campaign will run for five months across television, radio, outdoor, print and digital platforms, including rider-specific and social media channels, to ensure statewide reach across metropolitan and regional NSW.

Future phases of the campaign will address additional high-risk scenarios for riders, including intersections and overtaking.

In 2025, the state government announced the most significant motorcycle reforms in nearly 20 years, including the Motorcycle Graduated Licencing Scheme, and is now delivering on its promise of a new advertising campaign. 

The campaign complements the recent reforms, including measures to enhance rider training and education and mandate gloves and high-visibility vests for learner and provisional riders.

Minister for Roads, Jenny Aitchison, said, “Tomorrow we are launching our statewide blitz to help drive down motorcycle deaths.

“Last year, the Minns Government held a motorcycle safety round table so we could hear directly from road safety experts and stakeholders about changes we need to make to help save lives.

“Their message was clear – we needed to take a multi-faceted approach to help drive down trauma rates, not only implementing policy and licencing reforms but also ensuring riders are educated. 

“We know there is no single solution, but the Minns Government makes no apologies for doing everything we can to drive down motorcycle trauma and deaths on NSW roads.

“Motorcyclists are among the most exposed road users, and the risks they face can change in an instant.

“That’s why the Minns Government is pulling every lever – safer roads, stronger licensing and training standards, protective gear requirements, enforcement, and targeted education that speaks directly to riders.

“The research tells us that well-designed advertising can influence behaviour. When it’s informed by data, grounded in research and targeted to the right audiences, it can save lives.

“By using platforms riders actually engage with – from digital and social to roadside and broadcast – the Minns Government is ensuring the message reaches riders of different ages, experience levels and riding styles.” 

Evan Walker, Director Road and Maritime Safety, Transport for NSW, said, “Our research shows riding is a strong social identity, and that certain risky behaviours have become normalised within riding communities.

“This campaign is designed to speak to riders in a way that feels authentic and relevant – acknowledging that sense of identity while challenging the assumption that familiar rides or short trips are low risk.

“We know from decades of road safety evidence that targeted, multi-channel behavioural campaigns work when they are grounded in data and delivered consistently. That’s exactly how this campaign has been designed.”

View the campaign here.

For information on the changes to the Motorcycle Graduated Licencing Scheme click here.