Situation

California has a large biker population. Despite safety efforts, motorcycle fatalities have been on the rise in recent years, highlighting an ongoing challenge. The California Highway Patrol offers a Motorcycle Safety Program to improve riders’ skills.

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Challenge

Raise awareness of California Highway Patrol’s safety program among motorcycle riders, and increase enrollment.

Insight

Research shows that most riders already believe they know the rules of the road, and are convinced they have their bike under control.

Solution

Go ahead, we dare you—prove you have the skills you need to ride safely. To us. And to yourself.