Safety messages should be included as part of sales

“The MCI rolled up its sleeves and set to work with a gritty determination”

Alongside numerous actions including creating a Motorcycle Safety Committee (MSC), an industry initiative to reach an understanding with the motorcycle media regarding editorial coverage and promote responsible riding, and working to ensure that the National Motorcycle Strategy was launched on time, it was recommended that: “Industry to investigate the development of appropriate video media, which will be distributed with new and used motorcycles” as well as: “Industry to investigate including safety messaging as part of the sales process in franchised dealerships.”

The aim of the DVD was to create a documentary about life on two wheels and encourage riders to think about their own skills and experiences to take action to become better riders and get more from their machines, safely. The “investigation” was led by Karen Cooke, the MCI’s Motorcycle Safety Manager, who recruited the services of Nick Stephenson – a marketing consultant with an extensive background in motorcycling issues – and established a working group selected from members of staff and representatives of the MCI Motorcycle Safety committee.

People of many talents were involved in the project

Joose TV’s association with motorcycles dates back to 1998, when its first “on-line” documentary was webcast, featuring a behind-the-scenes look at the trials and tribulations of Kate Parkinson as she tackled the gruelling TT course. Since that time, it has been involved in many motorcycle projects, from product launches to a behind-the-scenes look at the British Superbike Championship. Unsurprisingly, all but two of the whole team are riders, and have the unique understanding of the target audience. Reaching out to riders with an unconventional industry approach was perceived to be the ideal way to speak to people about their own riding experiences and encourage them to recognise the benefit of skill development. The DVD was to be issued initially with all new bikes and had the backing of the manufacturers who would use their dealer network to achieve this.

The camera shot the riders as they passed by

Planning ahead
The project entailed three months of detailed planning and military-style organisation. Copious meetings, phonecalls, e-mails, brainstorming sessions, location-finding days and pre-production meetings were needed before filming could begin. Filming itself took a total of 10 days from the first get together: including track, rural and city riding as well as the travel between the venues, the judge’s intense observations and Suzi Perry’s presentation. In total, 15 cameras were used in this production. Each camera crew rider was allocated three mini-DV cameras: one on their lid and two on their bike. In addition, two other DV-Cam cameras were used to capture all three bikes together: one on board a camerabike, with the cameraman sitting on it back to front; and a camera on a tripod on the side of the road, catching views of the three riders as they passed by.

At Thruxton, there was the added thrill of a camera on board a helicopter to capture those “hard-to-get” moments, combined with an additional three cameras around the track. Over 100 hours of material was filmed, which took two and a half months to edit, working round the clock and into the early hours of the morning as the deadline loomed. While editing continued, there was still plenty to focus on. A new website was being created to complement the DVD and the high-profile launch had to be organised.

The end result
An eclectic cast feature in A Street, A Track, An Open Road during which three riders committed over a week of their lives to live together, to take part in this film and undertake three different challenges. Viewers will be inspired by the skills of the riders, including World Super Bike rider Chris Walker (below, centre). The others who were brave enough to take on the challenge were Bob McMillan (below, left), former Head of Honda UK, and Steve Manning (right), a motorcycle courier. In the documentary, three challenges were created to demonstrate the skills required in different conditions and get across the message that all riders, however long they’ve been riding and whatever level they are at, can learn something.

The riders are ready

“There was the added thrill of a camera on board a helicopter to capture those ‘hard-to-get’ moments”

Each rider had to mentor the other two in their specialist field, to help them develop specific skills and prepare them to meet an unknown challenge. Three tests were carefully set up: “A Day in the Life”; “Track Trial”; and “Spot the Mistakes”. A panel of three expert judges, including James Toseland, current WSB champion, were on hand to observe the riders and judge both their riding and mentoring ability, to find the top rider. The other judges were Chief Inspector Mark Owen and Mark Forsyth, a motorcycle journalist with many years riding experience under his leathers. Combining the challenges, video diaries, dramatic footage, tips from experts, humour, laughs and loads of bike action in three different locations has created a DVD, which is compelling, thought provoking, fun and educational.

A Street, A Track, An Open Road on-line An interactive, informative and attention-grabbing website (www.stordvd.com) has been produced, too. Profiles of the cast and crew, the making of the documentary, rider skills and top tips are on the site, which is arranged into clear and easy-to-navigate categories. The site also features live web streaming of footage that didn’t make it on to the DVD and a look behind the scenes. Top tips for rider skills, from filtering to left hand cornering are an important part of the site and are updated monthly.

There are three main areas that will help riders develop:

• Scooter section
• Track section
• Top Tips

Getting out in the city

“Laughs, gasps and positive words proved that the MCI had succeeded in this production”

The launch
Sketch Gallery in London was the apt venue selected for the launch of the industry’s unique product. Offering a white room, with 12 viewing screens and comfortable sofas to enjoy the screening, amazing graphics and gorgeous lighting filled the room on all sides as guests arrived, nibbled on canapés and mingled. Media, manufacturers, Department for Transport, TfL, BikeSafe, IAM, BMF, MAG, RoadSafe and MP’s formed the basis of nearly 100 guests who joined us for the launch, along with other interested associations and individuals such as the broadcaster Mary Anne Hobbs, an enthusiastic biker. Joose TV and Branded Media were also on hand to receive special thanks for their fantastic efforts. Racing buddies Chris Walker and James Toseland were involved in the launch, which was hosted by Suzi Perry. A mix of interviews, questions and answers, and a trailer preceded the screening. Laughs, gasps and positive words proved that the MCI had succeeded in this production.

After the dust settled
A Street, A Track, An Open Road is still keeping the industry busy. The website is up and running and is updated every month, and interesting prizes, from off-road days to race schools, can be won by riders keen to enhance and develop their riding ability. Dealers are issuing copies of the DVD with new bike sales and orders are coming from the public and organisations, such as the police and IAM, via the website. Purchases can be made for £3, with any profit going to BEN, the industry charity. Screenings are taking place at dealers, exhibitions and any public venue the target audience visit. On-going promotion continued at BikeSafe National Launch at Cheltenham Race Course in April; cast member Steve Manning will be at Beaulieu motor museum; and other opportunities such as the NEC Motorcycle and Scooter Show will be utilised.

Anyone interested in road safety, from police to teachers and instructors to associations, can use the DVD to help support the industry’s drive to save lives and make the road safer by encouraging people to think about their riding. Giveaways at events or to members, as the IAM has done, or screenings to relevant people can all help meet this challenge. For further information or to order the DVD. contact Karen Cooke on: Tel: 024 7625 0814

Chris Walker, Suzi Perry and James Toseland joined the MCI for the launch	The DVE creative: A Street, A Track, An Open Road