Bologna, 14 June 2011
With the aid of Ducati UK, the Sussex Safer Road Partnership has produced a creative and emotional film intended to help reduce the amount of motorcycle related accidents on UK roads and makers hope that its effective message of responsibility will reach around the world.
The short film called 'Stay A Hero, Stay Safe' features a Ducati 848 ridden by the father of a young boy who is waiting for him to return home. While waiting, the boy aspires to be just like his father by trying to recreate the excitement and pleasure of motorcycling with items found in his garage.
The aim of the heartwarming film is to promote the joy of motorcycling, while underlining the responsibility that riders have to themselves their families and the wider road using public. To achieve this, the advert takes on a refreshingly positive style of communication and is effective because it conveys the inspirational role that motorcyclists must play for future generations.
Ducati was chosen because of their enthusiastic response to the positive safety message of the film and, as the Italian manufacturer is a recognised leader in creating inspirational motorcycles, the Sussex Safer Road Partnership considered it to be the perfect pairing. In the same way that the film intends to inspire safe riding now and in the future, Ducati are famous for building inspirational motorcycles.
Ken Seymour, Manager of the Sussex Safer Roads Partnership, said: "We at the Sussex Safer Roads Partnership are committed to reducing all types of collision on our road network and are raising the profile of motorcyclists as our data infers this is the time to start to remind riders of their responsibilities. 'Stay a Hero' isn't your usual shocking public service film. Instead we hope that it will connect with the motorcycle community and generate discussion that helps to protect people on our roads."
The film was made by Alexander Commercials and is the second pairing of Writer/Director Daniel Cox and Producer Sarah Alexander and its dialogue-free story is hoped to increase its global reach and potential to deliver the important safety message of responsibility to the world's motorcycling community.
The film can be viewed at www.ducati.com/safety/best_campaigns.do