As many as half a million people are expected in the Black Hills of South Dakota this week for the 70th annual Sturgis Motorcycle Rally. Most will make the trip without accident or injury. But for some, the ride will be their last. And it doesn’t have to be that way.
According to the National Highway Traffic Safety Administration, one in three motorcycle accident fatalities could have been avoided if the rider had worn a helmet. It’s a warning the South Dakota Office of Highway Safety is literally laying at the feet of riders in the Black Hills. One hundred decals, each measuring three feet square, dot the sidewalks of Deadwood during the Rally. As bikers take a break and walk around the historic Black Hills town, they can read three different reminders to wear a helmet.
Knowing the issue of helmet use can be an emotional one for riders, Lawrence & Schiller decided to take a statisical approach. For example, 96% of motorcycle crashes result in an injury to the rider. The message clings immediately sparked a reaction, even while members of our Deadwood office were working to apply them. Here are some of the comments heard by the L&S crew:
- A local woman who works at the hospital in Spearfish told us that we should have included real photos of people involved in motorcycle wrecks because that might be a stronger message as she has seen some graphic images in her experience at the hospital.
- We had a few people who stated they would like to open this issue up for vote to make helmets mandatory in the state of South Dakota.
- We heard a lot of, “Keep up the good work!” and “What a great message!”
- People were offering money for the clings because they wanted to put them on their garage floors and campers.
- One woman even wanted to take one and put it in the hospital where she works as an ER nurse.
- Many people stopped for photo ops of the clings.
- We did have one angry man who told us to check our facts. He believed there was no way our stats were true. He then proceeded to drive by later on, tapping the top of his head which was of course, helmet-less.
- One woman stopped and told us how she and her husband were involved in a motorcycle accident. He died and she is now disabled. They were wearing helmets, but that didn’t change the outcome of the accident. She appreciated our message and told us that she supported what we were doing.
The clings will be removed when the Sturgis Rally ends. Hopefully the lifesaving messages will stay with riders for much longer.
