‘Learn – Ride – Enjoy – Repeat,’ European-wide campaign

Initiative details

The human factor has repeatedly been shown to be the most critical factor in accidents involving riders. For this reason, lifelong training should be encouraged, reaching out to new and existing motorcyclists. High-quality training is instrumental in achieving the EU safety targets on the way to Vision Zero. To ensure that society fully benefits from all the advantages offered by motorcycles, more work is necessary to further improve the safety record of riders across Europe.

Initiative date

Who was/is your target audience?

Powered two wheeler riders (excluding micromobility)

Topic

Create awareness
Knowledge building and sharing
Training

Organisation details

ACEM
Association
Belgium
Brussels

Contact name

Veneta Vassileva

Telephone number

+32498593861

Website link

Project activities

If you work together with external partners, list the most important partners and briefly describe their role.

Federation Internationale de Motocyclisme (FIM): Founded in 1904, FIM is the IOC-recognised international governing body of motorcycle sport and the global advocate for motorcycling currently representing riders from 121 countries around the world.
37 organisations and stakeholders from 22 countries - check the list here - https://motorcycle-training-label.eu/learnrideenjoyrepeat/

Please describe the project activities you carried/are carrying out and the time period over which these were implemented.

Voluntary training offers a chance for the riders to continue developing their personal riding and cognitive curriculum and build safety-orientated experience and responsible behaviour. Our mission is to inspire riders to take the next step in their journey by enrolling in high-quality training programs. By boosting enrolments, we can collectively ensure more riders have access to the tools and knowledge they need to ride safely and responsibly. The European Motorcycle Industry Association (ACEM) and the Fédération Internationale de Motocyclisme (FIM) have joined forces to enhance rider safety across Europe through a large-scale European Training Promotional Campaign, “Learn – Ride – Enjoy – Repeat.” This initiative aims to highlight the value of voluntary motorcycle training as a key step towards safer riding for both novice and experienced motorcyclists.
An Instructor Guidelines for advanced voluntary motorcycle training has been launched as a key component of the campaign and will be offered free of charge to all training schools interested in improving the quality of their post-license training programs.

In terms of implementation, what worked well and what challenges did you need to overcome?

The response to the campaign has been fantastic so far, with 22 countries and over 37 organisations joining us to promote the safety messages across Europe. The campaign has been endorsed by some major European stakeholders, like ETSC, FIA,POLIS and FEMA.

Evaluation

Please summarise how you have evaluated the initiative’s impact (e.g. social media reach, survey, feedback forms, statistics).

The campaign builds on the success of the European Motorcycle Training Quality Label, an initiative promoting high-quality post-license training courses across Europe.
The campaign will be running till the end of November, its impact will be measured by social media reach, media publications, increase in the number of attendees in the courses awarded European Motorcycle Training Quality Label, dissemination and use of the comprehensive Instructor Guidelines for advanced voluntary motorcycle training.

What has been the effect of the activities?

The campaign's safety messages has reached thousands of riders across Europe. The Instructor Guidelines for advanced voluntary motorcycle training are offered free of charge to all training schools interested in improving the quality of their post-license training programs. To ensure broader adoption, the guidelines will also be shared with organisations planning to establish voluntary motorcycle safety training programs in countries where such options remain limited.

Please briefly explain why your initiative is a good example of improving road safety.

Similar campaigns could be easily implemented at national level building upon the success of the European campaign "Learn-Ride-Enjoy-Repeat".

How have you shared information about your project and its results?

Social media platforms: Instagram, TikTok, LinkedIn, X, Facebook
Newsletters
Websites and blogs
Press and media
Instructor Guidelines for motorcycle training