Magpie Shoots New BikeSafe Safety Toolkit for Derbyshire Police

Magpie completed a location shoot for Derbyshire Police's BikeSafe motorcycle safety campaign. The Manchester-based behavior change agency produced a new toolkit for the program, which aims to reduce motorcycle accidents through rider education.

BikeSafe operates as a national police-led initiative offering advanced riding workshops. Derbyshire Police runs a regional branch of the program. The new creative materials will support their outreach efforts.

Magpie specializes in public sector campaigns focused on behavior change. Their client roster includes police forces, NHS trusts, and local authorities. The agency works on safety messaging, public health initiatives, and community programs.

The production took place on location in Derbyshire. Magpie announced the project completion on April 3, 2026. Details on the toolkit's distribution timeline and specific campaign elements were not disclosed.

Police advertising campaigns for road safety represent a consistent category of public sector creative work. Forces across the UK commission agencies for seasonal safety pushes, particularly around motorcycle safety during riding season. BikeSafe targets experienced riders looking to improve their skills rather than general awareness messaging.

Magpie's work sits within the public sector advertising market, where independent agencies compete for local and regional authority contracts. The agency's focus on behavior change positions them for police force briefs that require measurable safety outcomes rather than brand awareness.