ProjectsFundación Mapfre

What makes motorcyclists vulnerable, and how to avoid it

Fundación Mapfre’s Prevention and Road Safety Area analysed the vulnerabilities of riding a motorcycle and gathered measures and tips for riders. We told it in an animated video.

Motorcycle safetyMotion graphics and 2D animation

Sound familiar?

If any of these lines sounds like you, this project is about you.

Your audience rides motorcycles and knows what you’re talking about: a generic road safety video won’t do.
You have to talk about risk without it feeling like a threat.
You have lists of systems and tips that, as text, nobody will read all the way through.
The message isn’t only for motorcyclists: it’s also for the cars and lorries sharing the road.

That’s where Fundación Mapfre came in.

The risks of riding a motorcycle

Together with Fundación Mapfre’s Prevention and Road Safety Area, the piece analyses the vulnerabilities of riding a motorcycle. It doesn’t stop at the problem: it proposes a series of prevention and safety measures and tips for riders.

The video spreads that information over different scenes: the traffic around the motorcycle, a group of riders, a list of safety systems and a breathalyser.

How we told it

Fine-line illustration in blues on a light background, with touches of coral and yellow.

01
A motorcycle between a lorry and a car
The rider appears head-on and smaller, surrounded by much bigger vehicles. The image explains vulnerability without a word.
02
The motorcycle, in profile and moving
A side shot, with the road barrier behind and a yellow band from edge to edge, sets the motorcycle in motion.
03Sistemas ABS con frenado en curva [Cornering ABS systems]
A list you read at a glance
Point 3 gathers five systems on a sign in front of the group: cornering ABS, traction control, dynamic lighting, tyre pressure monitoring and e-call.
04
Alcohol, in three objects
A bottle, a glass and a breathalyser are enough to open the subject, in a tight shot.