# Crash-Recounting Commercials The Transport for London Motorcycle PSA Encourages Safe Riding By Michael Hines | Published 2013-07-15 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/transport-for-london-motorcycle-psa References: [autoblog](http://www.autoblog.com/2013/07/07/uk-motorcycle-ad-attemps-to-scare-riders-into-safety/) & [tfl.gov.uk](http://www.tfl.gov.uk/) The consequences of [dangerous riding](https://www.trendhunter.com/trends/specsavers-campaign) are shown unfiltered in the Transport for London motorcycle PSA. The agency commissioned the ad to help convince motorcycle riders to slow down. It stars a man who is laying on the ground after getting into an accident. He calmly recalls what led to the accident and his current physical state, while paramedics work to save his life. The Transport for London motorcycle PSA is chilling, to say the least. The calmness with which the rider describes his impending death helps push Transport for London’s message home. It remains to be seen whether this “[scared straight](https://www.trendhunter.com/trends/captain-of-the-night-campaign)” approach will appeal to London’s bikers. The UK’s Motorcycle Action Group is reportedly none too happy with the piece. ## Trend Insights (Trend Hunter) - Score: 0.5/10 - Popularity: 3% | Activity: 3% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Realistic Consequence Messaging:** Creating ads that depict the true and potentially fatal consequences of risky behavior can be a powerful tool for promoting safety. - **Emotional Impact Advertising:** Using emotional storytelling in advertisements can have a strong impact on viewers, helping to convey important messages effectively. - **Controversial Ad Campaigns:** Controversial ads can spark discussions and debates, generating attention and raising awareness for a cause or issue. ### Industries Being Reshaped - **Transportation and Logistics:** The transportation and logistics industry can explore innovative ways to promote road safety and educate riders about the potential dangers of risky behavior. - **Advertising and Marketing:** The advertising and marketing industry can leverage emotional storytelling techniques to create impactful campaigns that resonate with audiences and drive behavior change. - **Automotive and Motorcycle:** The automotive and motorcycle industry can collaborate with transportation agencies to develop safety-focused campaigns and encourage responsible riding practices. ## Related on Trend Hunter - [Distracted Driving Awareness Videos](https://www.trendhunter.com/trends/project-yellow-lights-love-story.md) - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Haunting Tech Safety PSAs](https://www.trendhunter.com/trends/centre-for-child-protection.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Auto-Centric Short Films](https://www.trendhunter.com/trends/relax-we-care.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [Mental Health Awareness Campaigns](https://www.trendhunter.com/trends/itv.md) - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md)