National Highways has built a bespoke motorbike made out of titanium body part replacements to highlight the very real risks faced by motorcyclists on British roads.

Devised by creative agency FCB London, the experiential installation will tour the UK, appearing at large-scale events such as the London Motorcycle Show and Bristol Classic Motorcycle Show to illustrate the importance of taking proper safety measures.

Through this awareness campaign, the government organisation hopes to reduce the number of motorcycle-linked fatalities in UK roads, which averaged around one per day as of 2022.

“Using creativity and engineering to raise awareness of road safety, this project is a brilliant example of how different people with different skills can come together under a common purpose,” National Highways head of marketing and events, Alison Holliday said.

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“We are very excited to tour the country with this bike and look forward to the conversations we believe will help to inspire around improving safety for everyone using the roads.”

By shocking the public with titanium replacement body parts, National Highways will hope to cut through rider cynicism by having bikers themselves speaking about road safety at the installation.

FCB London senior creative team, Mike Mackenzie and Greg Harvey added: “It’s not every day you get an opportunity to create a custom motorbike for a government client, or for any brand really. We knew from the word go that we needed to entice riders to come to us rather than shouting another safety message at them.”