Ken Seymour, Manager of the Sussex Safer Roads Partnership, said: ‘Despite motorcyclists being a small proportion of road users, they make up a large percentage of casualties across Sussex.

"We at the Sussex Safer Roads Partnership are committed to reducing all types of collision on our road network and are raising the profile of motorcyclists, as intelligence led data infers this is the time to start to remind motorcyclists of their vulnerability.

“’Stay a Hero’ deliberately avoids laying blame of any sort and isn’t your usual shocking public service film.  We hope that it will connect with our biker community, generate discussion and help to save lives on our roads.” 

The storyline to the film shows a young boy as he aspires to be just like his biker dad. 

Producer Sarah Alexander, of Alexander Commercials commented: "There are very few adverts out which speak directly to bikers, we are hoping that 'Stay a Hero' might fill in some of that gap. Rather than using fear and gore tactics we have tried to remind bikers of how great it is to ride while at the same time reminding them who they are going home to and why they need to stay safe. We are hoping the message will save lives this summer.

Daniel Cox, the writer and creator of ‘Stay a Hero, Stay Safe’, added: "The film looks to remind bikers to ride safely for both themselves and their loved ones, and that they can inspire the next generation to ride skilfully and safely. Coming from a family of motorcyclists I hope the film illustrates the important contribution bikers make as role models and how their actions and approach to riding can directly influence those who look up to them."

The film follows the award-winning ‘Embrace Life’ commercial which has scooped multiple accolades including YouTube ad of the year 2010 and a Prince Michael of Kent Road Safety Award.