Ride to Remember at Sturgis
South Dakota’s annual Sturgis Motorcycle Rally is an event to remember. Unfortunately, not everyone remembers safe-riding gear or habits, leading to higher than usual motorcycle injuries and fatalities.
At this year’s Rally, L&S and the South Dakota Office of Highway Safety teamed up to reduce fatalities by remembering fallen riders and urging bikers to ride safe in their honor. By deploying a street team at the Buffalo Chip Campground, we distributed patches and koozies, encouraging people to take a safe-riding pledge and remember fallen riders on a digital memorial wall featured at the booth and RememberingRiders.com. Supporting efforts promoted helmet use on billboards, print ads, table tents and even on the sides of semi truck trailers.
In 2016, the Rally saw fewer accidents, arrests and fatalities compared to the year prior.