BikerTek - Supporting Copy 

Background 

National Highways are the Government’s road agency, tasked with reducing the number of people killed or seriously injured (KSIs) on England’s main road networks. While bikers only account for 1% of traffic on UK roads, they make up 20% of KSIs every year.  

The first step to changing riders’ minds was to engage them in conversations about road safety. To do this, we needed to approach them with a different perspective and speak to them in a language they’d find irresistible: bikes. 

At biker shows, we saw how safety stands stood empty while glossy bike brands attracted people like magpies. They wanted to hear about the latest bikes. So, we made a bike, with a striking difference. 

Execution 

We chose one of Britain’s most customised bikes, the Royal Enfield 650 – a canvas that all biker tribes could appreciate. Working with one of the best bike specialists in Britain, we transformed common medical parts into practical components of our bike, ensuring each piece reflected its genuine use in riders’ bodies.  

A titanium hip system designed to help you stand after an accident, became the bike’s kick stand. Wrist plates, which aid radial palsy after an accident, were reimagined as brake levers. The exposed mechanical design of the bike ensured that these parts were shown off to the fullest. 

Every design decision was made to be in-keeping with the biker aesthetic, to feel approachable in contrast to some unfamiliar bike parts. 

Results 

Our first biker show yielded potentially life-changing results: