This spotlight series is dedicated to showcasing the best practices shared by ERSC members. Each month, we highlight a different member’s innovative road safety initiative. By presenting these success stories, we aim to create a collaborative environment where others can recognise, celebrate, and adopt lessons learned and best practices.
Our August spotlight features the European-wide campaign ‘Learn – Ride – Enjoy – Repeat,’ led by the European Motorcycle Industry Association (ACEM) in collaboration with the Fédération Internationale de Motocyclisme (FIM). The campaign encourages motorcyclists of all levels to keep developing their riding techniques, hazard perception, and risk awareness by joining voluntary training programmes.
Why this initiative has been recognised as Good Practice of the Month
This initiative has been selected for its impactful reach across Europe and practical approach to reducing motorcycle accidents. By engaging over 37 organisations across 22 countries, it has succeeded in spreading clear, safety-focused messages to thousands of riders. Its emphasis on high-quality, voluntary training gives both new and experienced motorcyclists the tools to ride more safely and responsibly – directly contributing to better protection for vulnerable road users and supporting Europe’s road safety ambitions.
Key inspiration behind the initiative
The initiative was driven by the need to address the main cause of motorcycle crashes: rider errors and risky behaviour. Research shows that many crashes could be prevented if riders continued to refresh and advance their knowledge after getting their licence.
Project activities
Launched in April 2025, the ‘Learn – Ride – Enjoy – Repeat’ campaign builds on the success of the European Motorcycle Training Quality Label, which recognises high-quality post-licence training across Europe.
Together with FIM and more than 37 organisations and stakeholders from 22 countries, ACEM has promoted voluntary training through:
- A large-scale communication campaign across social media, newsletters, blogs and press
- The launch of free Instructor Guidelines for advanced voluntary motorcycle training, offered to training schools to improve course quality
- Sharing safety messages supported by major European stakeholders including ETSC, FIA, POLIS and FEMA
The campaign’s mission is to encourage riders to take the next step in their journey by enrolling in voluntary training that strengthens both riding skills and responsible behaviour.
Outcomes of the initiative
The campaign has already reached thousands of riders across Europe with its safety messages, raising awareness of the value of ongoing voluntary training. The new Instructor Guidelines are now available to any training provider aiming to improve their courses and will also be shared in countries where such options are still limited. While the campaign continues until the end of November, its success is measured through social media engagement, media coverage, and increased participation in training courses awarded the European Motorcycle Training Quality Label.
For more information
Read more about the project here – explore the project's activities and outcomes in further detail.
If you want to develop a similar strategy at a national level, contact the project lead, Veneta Vassileva at v.vassileva@acem.eu.
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Geographical coverage
