NORTH DAKOTA
Motorcycle Safety Campaign

PROBLEM IDENTIFICATION

Approximately 83 percent of all motorcycle crashes result in a serious injury or fatality. Many of these crashes occur because of motorcyclists’ lack of knowledge or inadequate skills to safety operate a motorcycle.

The motorcycle safety campaign is designed to keep North Dakota’s highways safe for motorcyclists. Motorcyclists who participate in the safety course develop skills and attitudes that will help them reduce the risk of riding motorcycles. The campaign will not only make safer riders, but also make motorists, pedestrians, and other riders more aware of motorcycles that are on the road.

GOALS AND OBJECTIVES

In an effort to increase trained motorcycle riders to become safe, skilled riders, the motorcycle safety campaign was designed to: 

• increase public awareness of the availability of motorcycle safety training; and
• provide a quality assured statewide motorcycle safety education course.

STRATEGIES AND ACTIVITIES

The North Dakota Motorcycle Program (NDMSP) partnered with American Bikers Aiming Towards Education (ABATE) of North Dakota and LoAnn’s Marketing, Inc. to develop a comprehensive public information and education awareness program. The motorcycle safety campaign contracted with LoAnn’s Marketing to develop a logo and slogan that would establish the NDMSP as a leader in safety.

The motorcycle safety campaign also contracted with ABATE of North Dakota to develop a quality assured statewide program. North Dakota developed and implemented the new Basic Rider Course curriculum that follows the guidelines of the Motorcycle Safety Foundation (MSF). The position of a Lead Rider Coach for North Dakota was defined and developed. The Lead Rider Coach provides training to new and existing Rider Coaches in the state.

NDMSP in collaboration with North Dakota Tourism, North Dakota Parks & Recreation, ABATE of North Dakota, and North Dakota Department of Transportation developed a “Motorcycling North Dakota” map that was marketed to motorcyclists for safely touring the state’s scenic byways.

RESULTS

In 2001, the motorcycle safety campaign started a new statewide coordination effort with ABATE. By contracting with one entity statewide NDMSP has:

• Developed a quality assured statewide program.
• Increased the number of trained motorcycle riders as a result of improved training of Rider Coaches and hiring a Lead Rider Coach to ensure the quality of training in the state.
• Developed a new campaign image titled "North Dakota Motorcycle Safety Program (NDMSP) Leading the Way."
• Developed a safety training plan with promotional opportunities to enhance the campaign, create awareness, and increase participation of dealerships and riders.
• Developed and distributed a brochure and poster about safety training to Rider Coaches, dealerships, etc.
• Designed and placed ads for safety training in local publications throughout the state.
• Drafted and submitted a generic press release on safety awareness to newspapers in cities where safety training was offered.
• Produced 30-second spots that aired during Motorcycle Awareness Month on television stations across the state. Received tremendous support from the stations with in-kind donations of nearly $4,000.
• Trained an instructor with specific knowledge to teach participants how to handle motorcycle sidecars and trikes.