 The biker community is infamous for being hard to engage and often impervious to the usual road safety campaigns. They are also particularly vulnerable. They make up just 2% of French road users, yet account for 20% of all deaths. But though they may think most of their accidents are thanks to careless drivers in urban areas, in reality most fatal accidents happen on wide open roads, in the countryside, in broad daylight. So our insight was, the biggest danger is thinking that there is no danger. In this peer-to-peer tribe a top-down and outside-in approach would not work. Only a campaign which truly understands them would be spread around and generate the needed conversations within the community. To do so we created a holistic 360-degree campaign to put the keys for communication in the hands of bikers. Through storytelling, a 30-second spot featuring a famous biker stunt driver. Every day the rider risks his life. But all this is quickly forgotten at the first chance to open the throttle. When you ride the biggest danger is to think there is none. We set up an experiential event in Paris and around the country at biker meets. Online PR to engage with biker influencers, traditional and specialized media relations, a dedicated YouTube channel with additional content. The campaign resonated far more than we could have imagined. Targeting France's 1.7 million bikers, we got 1 million views on YouTube and 250,000 unique visits to our website, leading to hundreds of online comments and memes of the spot. The year following the campaign, France saw the lowest number of motorcyclist deaths on its roads for at least 15 years. A considerable 14.5% decline over the previous year and 110 less lives lost.