I Spy

As the warm weather approaches, Virginia DMV’s Highway Safety Office and Two Tango Collaborative have teamed up to promote safety for motorcyclists across Virginia with a campaign aimed at non-motorcycle drivers.

While most campaigns about watching for motorcyclists focus on specific driving maneuvers or general safety tips, Two Tango found that car and truck drivers see motorcycle riders through a polarized lens based on their motorcycle and rider stereotypes shape reactions long before the behavior does.

“Motorcyclists are our neighbors, friends, and family members, and as a rider myself, I know how important it is to be seen and respected on the road,” said DMV Commissioner Gerald F. Lackey, the Governor’s Highway Safety Representative. “This campaign is about shifting perspective, reminding drivers how absolutely vital it is to keep their eyes out for motorcyclists and recognize that every rider has a story, a purpose, and someone waiting for them at home.”

This campaign is focused on the person beneath the helmet to showcase why road safety really matters. The message helps to define riders by who they are rather than what they ride, while reinforcing sight as an actionable way drivers can practice safe behaviors.

“By creating more relatable, real-world moments, we invite the audience to connect with the message and come to their own conclusions,” said Erin Sarro, executive creative director, Two Tango Collaborative. “We told the story through a kid’s eyes because they haven’t learned to see stereotypes, only people. That felt like the most honest lens.”

The partnership between Richmond-based Two Tango and the Virginia DMV continues to be marked by a willingness to stray from the traditional PSA-model, favoring human-first, empathy-driven storytelling rather than relying on a “finger wagging” tone.

This work follows the internationally-recognized Speed Ladder activation the partners debuted in 2025 to combat speeding. The full campaign is live across the state beginning Monday April 6.