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American Motorcyclist Association announces new “Think. Ride.” public service announcement campaign

Published October 11th, 2009

Actor and AMA Board member Perry King promotes responsible riding practices

The American Motorcyclist Association (AMA) is pleased to announce a new public service announcement (PSA) campaign called “Think. Ride.” that encourages both on-road and off-road motorcyclists and all-terrain vehicle (ATV) riders to think before they ride. The responsible-use messages feature actor and AMA Board of Directors member Perry King.

The first phase of “Think. Ride.” is a series of short videos that encourages proper safety gear and safe, responsible riding practices, and discourages impaired riding and excessive exhaust sound. Another video tells car and truck drivers to watch out for motorcyclists on the road.

The PSA videos are available online by going to the “Rights” and then “Resources” section of AmericanMotorcyclist.com.

“We’re very fortunate to have a spokesperson of Perry’s caliber sitting on the AMA Board of Directors,” said Rob Dingman, AMA president and CEO. “Perry is a passionate motorcyclist, and when he offered to help to promote the AMA’s key messages, we jumped at the chance.”

King is well known for playing the character Cody Allen in the 1980s television series Riptide. He has also appeared on stage and in movies, including Slaughterhouse Five, The Lords of Flatbush with Sylvester Stallone and Henry Winkler, and The Choirboys.

“Whether it is riding on the street or the trail, all of these messages about responsible motorcycling are personally important to me,” said King. “Earning the respect of those who don’t ride starts with us, and we must take responsibility for how we ride. When we do, we help ensure that our needs, concerns and rights are always a part of the conversation.”

King, who rides both street and dirt bikes, taped the off-road-related PSAs shortly after competing in the vintage hare scrambles race at AMA Vintage Motorcycle Days at the Mid-Ohio Sports Car Course in Lexington, Ohio, in July. He taped the street-related messages the following week at the AMA headquarters in Pickerington, Ohio.

Two more phases of the new PSA program are planned: audio versions for use in radio broadcasts, and a print campaign for magazines and newspapers. Announcements will be made for each program later this fall.

About the American Motorcyclist Association

Since 1924, the AMA has protected the future of motorcycling and promoted the motorcycle lifestyle. AMA members come from all walks of life, and they navigate many different routes on their journey to the same destination: freedom on two wheels. As the world’s largest motorcycling organization, the AMA advocates for motorcyclists’ interests in the halls of local, state and federal government, the committees of international governing organizations, and the court of public opinion. Through member clubs, promoters and partners, the AMA sanctions more motorsports competition and motorcycle recreational events than any other organization in the world. AMA members receive money-saving discounts from dozens of well-known suppliers of motorcycle services, gear and apparel, bike rental, transport, hotel stays and more. Through its Motorcycle Hall of Fame Museum, the AMA preserves the heritage of motorcycling for future generations.


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