The #UnderTheHelmet campaign was a digital (social media) campaign targeted at non-bikers.

The goal was to communicate to them to look out for bikers on the highway bearing in mind that they are humans with families that look up to them and a job like everyother road user.

This had bikers sending in there images and a brief explanation about themselves; theri family and what they do for a living. This information was made into an e-flyer and circulated on the web.