Helmet rules are followed in most western countries. Not in Greece. It is very common to see motorcycle riders not wearing helmets there. In Athens, especially during night hours, the percentage exceeds 30%, while in rural areas it is much worse as there is minimal enforcement.

The most common excuse for not wearing a helmet is riding short distances. But according to research by Hellas Direct, more than 50% of accidents occur during short rides – in 2023, nearly 40% of accidents occurred very close to home, at a distance of only 2.5 km. Another 15% happened in the next 2.5 km. In other words, 55% of accidents occur within a 5 km radius of one’s home.

Athens agency, The Newtons Laboratory used the striking image of facial scars to explain – and make meaningful – these statistics to riders for Greece’s Road Safety Institute (R.S.I.). The resulting print and social campaign packs a punch.

Credits
Creative Agency: The Newtons Laboratory
Creatives: Andreas Grigoriadis, Giannis Sorotos, Dimitra Andrikopoulou, Panos Nouveloglou, Giorgos Panagiotopoulos
Photographer: Marios Theologis

The impact of scars in road safety advertising has already been demonstrated by Clemenger BBDO Wellington. Its seatbelt campaign for New Zealand Transport Agency was awarded at D&AD, Cresta, The One Show, AWARD Awards, Caples and the Grand Axis at New Zealand’s Axis Awards.