AMA expands "Think. Ride." campaign

Radio, print and online PSAs promote responsible riding

By Motorcycle.Com Staff, Feb. 16, 2010
The American Motorcyclist Association has expanded on its campaign promoting responsible riding and driver awareness.

The AMA has released new audio, print and online resources to its “Think. Ride.” public service announcement campaign. The new materials supplement the campaign, announced in October 2009 and featuring AMA Board of Directors member and actor Perry King.

The new materials include full- and half-page print advertisements promoting responsible off-highway recreation, quieting loud motorcycle exhausts and avoiding drinking and riding. Four radio spots, ranging from 15 to 20 seconds in length, offer the same messages, as well as encouraging drivers to remain focused while driving and watch out for motorcyclists.

“One of the first steps in preserving our motorcycling rights is practicing safe and responsible riding ourselves,” says Ed Moreland, AMA vice president for government relations. “Second, we need to let other road users know that we have a right to be on America’s roadways, and to be alert to our presence. These print, radio and video messages shine a light on the values of AMA members and also encourage riders to think before they ride.”

In October, the AMA released a series of videos featuring King as part of the “Think. Ride.” campaign. King, who also voiced the radio spots, is an avid rider and is best known for playing the character Cody Allen in the television series Riptide.

“The fact of the matter is if we want non-riders to respect our rights, we must earn that respect,” says King. “We need to be responsible for how we ride. When we accept that responsibility, we make it easier for our rights to be recognized and considered in legislative bodies and in the court of public opinion.”

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