Level Up Motorcycle Safety Campaign

Saving lives on Washington roads

In 2022, motorcycle fatalities in Washington were a serious and growing problem. Properly trained and licensed riders crash less, but research showed that current messages about training were not motivating to riders. C+C worked with the Washington State Department of Licensing to develop “Level Up: Elevate Your Riding, Elevate Your Instincts” — a campaign for high-risk riders that reframed training as a tool to enhance their skills, control, and instincts. For the first time in several years, motorcycle crash fatalities decreased.

200

vouchers claimed within 2 weeks

1,616

endorsements

970

training sign-ups from one postcard mailing (48,972 motorcyclists)

10.5%

Year-over-year increase in training school participation

Motorcycle fatalities in Washington decreased for the first time in several years