The “Stayin’ Alive” prevention campaign was developed jointly by the Federation of Swiss Motorcyclists and the bfu (Swiss Council for Accident Prevention – a private foundation and politically independent) and ran for four years from 2014-2017.
The Federation of Swiss Motorcyclists (FMS) is the association responsible for motorcycle sport in Switzerland and is also involved in motorcycle tourism and road safety.
The approach of presenting motorcyclists in a positive light and using motorcycling language has proven successful. “Try not to get hit” was the main slogan of the campaign and victims were depicted as stylised hunting trophies (motorcycle handlebars on wall plaques). - The “Stayin’ Alive” label corresponds to the visuals of the motorcycle scene. In addition to TV commercials, posters and advertisements, the campaign is still present today on social media channels such as Facebook and YouTube and maintains its own website:
At various major motorcycle events in Switzerland, the FMS is present with its mobile “Stayin’ Alive” stand. This provides an opportunity for discussions between motorcyclists. Various give-aways are handed out as reminders, (biker guides, neck tube scarves, visor cleaning cloths, key rings, and caps).