Harley Davidson wanted to get more motorcycle riders to wear helmets in a way that would resonate with the entire biker community.

When researching, we found an alarming statistic that motorcyclists who don’t wear a helmet are 63% more likely to die in a motorcycle crash. The idea of death became the cornerstone of how we could breathe life and hope into this campaign through tragedy. So we launched The Motorcycle Boneyard, a used parts marketplace where all of the sellers were riders who died because they weren’t wearing a helmet. To make this life-saving decision even easier for riders, Harley Davidson provided a free helmet with every purchase on The Motorcycle Boneyard.

The campaign was successful in relating the use of a helmet to something every motorcyclist can relate to; the fear of death. It facilitated the distribution of helmets with a reason to wear one, making Harley Davidson riders safer on the road. Each new rider wearing The Motorcycle Boneyard helmet became an advocate for helmet safety and a billboard on the road, forming a new community that would live on indefinitely championing safe riding.