AFFIRM Agency and Wisconsin Department of Transportation Rides Success in Motorcycle Training Campaign
Rider Training and Recruitment Campaign Recruits 14 New Rider Coaches and Increases Motorcycle Course Participation
(Pewaukee, WI) AFFIRM Agency, a leading full-service marketing communications firm, worked with the State of Wisconsin and the Motorcycle Safety Advisory Council (MOSAC) on development and management of the rider training and recruitment marketing campaign that launched in May 2024 and will continue this summer. Over the past year, the campaign successfully increased enrollment in Rider Training Courses and recruited 14 new certified coaches statewide.
The campaign focuses on building awareness and educating Wisconsin motorcyclists on rider education courses along with the need for experienced riders to become rider coaches. As a part of Wisconsin’s “Zero In Wisconsin” initiative of achieving zero preventable deaths on Wisconsin roadways, this campaign hopes to encourage motorcycle riders to get trained to be the best rider possible and for those experienced riders to share their riding wisdom.
The campaign has returned for Summer 2025, with a continued focus on encouraging motorcyclists across the State to ride smarter and safer with the message: “Ride On Wisconsin. Ride Our Roads with Confidence.” It also features a strong call to action for experienced riders to give back: “Coaches: Share Your Wisdom!”
This dual-focus campaign highlights the benefits of rider education, including skill enhancement, increased confidence, improved road awareness, and potential insurance discounts. For prospective rider coaches, messaging emphasizes mentorship opportunities, flexible scheduling, and the vital role they play in improving road safety.
The comprehensive marketing campaign features a strategic blend of outdoor billboards, radio spots, digital display ads, gas pump toppers, and other targeted tactics, all aimed at directing individuals to the registration website, where they can enroll in training courses or apply to become a rider coach.
“Motorcycle crashes and fatalities tend to spike during the warmer months” said Danny Mager, AFFIRM president. “By promoting safety training and increasing the number of certified rider coaches, we’re helping reduce preventable crashes and keeping Wisconsin’s roads safer for everyone.”
The campaign aligns with peak riding season supporting Wisconsin’s and AFFIRM Agency’s broader enforcement and education initiatives around motorcycle awareness, high-crash months and shared road safety. This initiative is a part of Zero In Wisconsin, the State’s ongoing highway safety campaign working toward zero preventable traffic deaths. For more information, visit https://zeroinwisconsin.gov/
AFFIRM is a full-service marketing communications agency with expertise in social marketing and behavior change campaigns that positively impact public health, transportation, social causes, as well as product marketing and consumer influence. Headquartered in Pewaukee, Wisconsin the agency serves local, regional and national clients in Business-to-Business and Consumer markets. For more information, call 262-650-9900, or visit www.AFFIRMAgency.com.
###
