The French Grand Prix winner will front a national safe riding campaign in a bid to send a message to the thousands of new riders taking to the streets each year.

Frustrated by the mounting road toll, Vermeulen approached MA with an idea which has developed into the TV, radio and press campaign.

“Riding a bike is becoming a real alternative for a lot of people,” Vermeulen said.

“It might be the lifestyle or the fact that bikes are economical to run, but with that comes the brutal fact that people are dying on our roads, and in my opinion, needlessly.

“Everyone must remember that the roads can be dangerous and we all need to take responsibility for how we ride or drive.

“I guess people watch me race and think that looks like fun, I can do that, but what they forget is that I have a massive team of people helping me do what I do, and we take safety issues very seriously.

“Don’t treat the road like a race track is one of the main messages in the campaign.”

Vermeulen added: “There have been a lot of deaths recently and while people think it is completely down to speed, that’s not necessarily the case.

“Normally it’s people out riding their ability, so that means take it easy on corners and at intersections. I guess take control of the situation is a pretty important thing to remember.”

MA’s CEO, David White, praised Vermeulen for his commitment to the message, and was quick to point out that a number of other significant contributions have been made to get the campaign off the ground.

“It is a wonderful thing, that someone as high-profiled as Chris can take time from his own agenda, to give back to the sport in such a manner, and he ought to be commended for it.

“As well as Chris’ profile, the campaign would not have got to where it is without significant input from the likes of Suzuki, Chris’ sponsors and many of Australia’s motorcycling media who have also come on board to help.

“The message we are promoting of safe riding is critical, and we will continue to invest our resources into such an important issue in the future.

“We are certain that the campaign will be successful. We want to make sure that the message reaches as many motorcyclists as possible, and that the motorcycling public continues to enjoy the ride!”

A campaign website has been set up which will have all the latest news, competitions, photos and safety blogs from Vermeulen, as well as the full version of the advertisement itself.

Simply visit www.myspace.com/ridersafety.