We are used to marketing standards and requirements placed on cigarette boxes, warning us against the health hazard of smoking.

Millions are spent on responsible alcohol campaigns and it is required to add the wording “not for sale to persons under 18”. Yet, we do not apply the same measures of responsibility when we market much more potentially hazardous activities such as driving quad bikes.

Perhaps I should not generalize and give some background to this piece… Earlier today the developers of the website Quad24.co.za received a request to include details of a newly developed quad bike trail. I browsed the information provided about this venue and found the brochure fascinating! It depicted a quad bike driver busy with a jump about a meter and a half above the ground surface. The driver had a helmet on but that was the only protective clothing to go with his shorts and T-shirt!

I could not help to consider the message that was portrayed by this image. Is it really necessary to focus only on the adrenaline and macho side of the ride, or could much more be gained from a different approach? Would it not have been much better to show riders fully equipped with their protective clothing next to or on their bikes?

Even though quad bikes are not allowed on public roads, information on quad bikes and “road safety” has been included on the Arrive Alive road safety website. Some quad bike riders might point out that nobody has anything to do with what they do in their own time and on their own property. It is however not possible to merely shrug our shoulders and neglect to provide safety suggestions…Perhaps somewhere their might be someone who remembers some of these suggestions!

Netcare 911 has kindly assisted in providing information on quad bike injuries and it is important that we recognize the hazards associated with this adrenaline sport. Too many serious injuries have occurred in recent months and especially younger people have suffered the consequences. A special section on quad bikes and children has also been compiled. The Arrive Alive road safety website has provided some of this information for quad bike enthusiasts and visitors to Quad24.co.za as well, including the following:

How to avoid injuries and illness?

• Don’t drink and drive
• Always follow the code of the road.
• If possible attend quad school to learn the basic techniques on riding a quad bike
• Wear appropriate protective kit, especially an SABS approved helmet at the very least. It is advised to wear boots and chest protective gear as well as this can prevents many injuries.
• Be aware of your personal limitations – speeding poses great risk to you and your fellow riders.
• Beware of other riders, children and animals - keep safe following distances.
• Always be aware of the changing road and weather conditions
• Keep drinking water on you to avoid dehydration
• Keep a small first aid kit on you and if possible attend a first aid course. You might save a life!

What to do in an emergency?

• Call for assistance by dialling 082 911 or the local emergency services
• State the nature of the incident, the exact location, number of patients involved and a contact telephone number
• Follow telephonic instructions provided by the emergency call taker
• In off road conditions, send a bystander to the closest main road to direct the ambulance to the scene of the accident. If the accident is in an area that is difficult to access by road, a helicopter might be sent to take the patient to hospital. The call taker will ask questions about where the aircraft will be able to land.
• Only move the patient if there is a direct threat to his life
• Keep the patient warm with a blanket or jacket
• Do not administer any oral fluids, alcohol or medication
• Stop severe bleeding by applying a pressure dressing or clean towel to the wound

Perhaps more owners of quad bike trails could enhance safe driving of quads and all-terrain vehicles by bringing these measures to the attention of their visitors! Responsible marketing will enhance safety and will bring visitors back for further enjoyment!

By: jonckie@arrivealive.co.za 10 July 2007

www.quad24.co.za