New ad campaign reminds motorcyclists to ride sober

Contact: Jon Ross, 517-284-3141

June 18, 2018

Summer is Michigan’s busiest season for motorcyclists as there are more than 250,000 registered motorcycles in the state. It’s also the most dangerous, as 65 percent of motorcycle crash fatalities occur between June and September. One in three single-vehicle motorcyclist fatalities in the state involve alcohol. With the busy season upon us, the Michigan Office of Highway Safety Planning (OHSP) is releasing a new advertising campaign aimed at reminding motorcyclists to “Ride Sober.”

Starting the week of June 18th, a new television ad filmed at the Elmwood Cemetery in Detroit will begin airing on cable channels throughout the state. During the month of July, highway billboards with the “Ride Sober” slogan will be displayed in counties with the highest number of motorcycle crashes and fatalities (Wayne, Oakland, Macomb, Kent, Genesee and Kalamazoo counties).

"Summer is a wonderful time to ride your motorcycle in our great state," said OHSP Director Micheal L. Prince. "It's great to ride with friends, to ride with family, or to ride by yourself. But you should always ride sober."

The TV commercial titled “Fallen Brothers,” shows the impact of drinking and riding.

“It’s a very powerful message,” said Prince. “The images of these motorcyclists following a hearse in this beautiful cemetery really demonstrates the dangers of drinking and riding.”

According to the Michigan State Police Criminal Justice Information Center, 140 people were killed in motorcycle crashes in Michigan during 2017. That’s down three from 143 in 2016, but still well above the 2008-2014 average number of 120 fatalities.

“We’re hoping this new campaign and increased awareness will significantly reduce the number of alcohol-involved motorcycle deaths, and motorcycle deaths in general,” said Prince.

You can view the television ad by clicking here.


Follow the OHSP on facebook – and on twitter - @miohsp.


Related Documents
New ad campaign reminds motorcyclists to ride sober DOC icon