Live Fast, Die Old

In a new campaign from the Scottish Government and Leith, Scotland’s roads become the narrator, addressing riders directly and calling for focus on the country’s most iconic routes. The film is the latest instalment in the long-running Breathtaking Roads campaign, developed over eight years with Road Safety Scotland and built around the Live Fast Die Old community of Scottish bikers.
Scotland is home to around 77,000 motorcycle owners, most of them aged between 45 and 65. This group continues to experience the highest number of people killed or seriously injured on the road. More than half of all motorcycle casualties occur on rural 60mph A‑roads, with every recorded fatality taking place on non‑built‑up roads. Incidents happen throughout the year, not only during the summer months.
The campaign will run across highly targeted VOD and Social, supported by posters placed in well‑known biker locations across Scotland. These continue the theme of the road, addressing riders directly, reinforcing the message that respect and readiness are part of the ride. Look out for the stunning Manga-style interpretation! The dedicated Live Fast Die Old Facebook page now has more than 27,000 followers, with riders regularly sharing routes, experiences and advice - a community built by bikers, for bikers.