2026 Winner

Motorcycle fatalities have been trending high in North Dakota, with riders representing a significant share of traffic deaths each year. The “Love” campaign encouraged motorcyclists to take personal responsibility for their safety. The creative centered on the connection between riders and the freedom, thrill, and community they cherish. Its message was simple: If you truly love riding, protect what you love—ride prepared.

The campaign ran for 13 weeks from June 2 - Aug. 31, 2025, using a strategic mix media to reach adults ages 18-64, with an emphasis on male riders and the loved ones who influence them.

At the time this campaign was developed, motorcycle fatalities in North Dakota were trending high, representing 15-21% of all vehicle deaths over the past several years. Males are overwhelmingly represented in these crashes. The “Love” campaign was created to encourage riders to take personal responsibility for their safety by wearing All The Gear, All The Time (ATGATT), following traffic laws, and completing a rider course. The campaign sought to connect emotionally with riders by reminding them that if they truly love the thrill, freedom, and brotherhood of riding, they should protect what they love most by riding prepared.

Objectives & Audience The campaign aimed to reduce motorcycle fatalities and serious injuries by increasing awareness of safe riding practices, encouraging ATGATT, and promoting enrollment in the North Dakota Motorcycle Safety Program rider courses.

Primary audiences were male riders ages 18+, who are overrepresented in motorcycle fatalities, and female influencers—spouses, parents, and loved ones—who motivate safe behavior.

Strategy & Tactics Previous creative focused on the adventure of riding but lacked connecting riders to why they ride and creating an emotional response. “Love” shifted the tone to focus on personal responsibility, linking the deep affection riders have for the open road with a call to action to ride safely. The message underscored that safety is not about restriction, it’s about protecting the freedom and connection that make riding so meaningful.

The 13-week campaign used a mix of radio, social media, and digital placements to reach riders statewide. For two weeks, radio ran across all major markets, including rural areas and tribal stations. Meta (Facebook) and YouTube featuring :15 and :30 second videos ran for 13 weeks. Digital media ran via programmatic video, connected TV and online display for 13 weeks. Earned media extended the campaign through a press release urging both riders and drivers to “share the road.”

Outcomes & Measurement The campaign exceeded industry engagement benchmarks and effectively reached high-risk audiences.

• Digital: 1.42M impressions, 1,888 website clicks, 0.13% CTR
• Meta: 406,946 impressions, 8,805 clicks, 2.16% CTR, 318,103 video plays
• YouTube: 1.9M impressions, 36,379 clicks, 2.64% CTR

Audiences were 59% male and 41% female, with the strongest engagement among ages 25-44. Performance was measured through platform analytics benchmarked against KPIs, along with ongoing monitoring of motorcycle crash data through the Vision Zero initiative.