Every motorcyclist has a story, and Waikato photographer Donna Powell is setting out to tell 50 of them.
- Portraits of 50 women riders and their families
- A personal take on motorcycle road safety
- $95 participant fees donated to Endometriosis New Zealand
Her new photography project, Look Twice, aims to change the way people see motorcyclists while celebrating the Kiwi women who love life on two wheels.
We’ve all experienced it. You’re out enjoying a ride when a car pulls out in front of you, changes lanes without looking or simply doesn’t seem to register that you’re there.
It’s something motorcyclists have been dealing with for as long as there have been motorcycles on our roads. And while there’s no shortage of campaigns encouraging drivers to look out for bikes, sometimes it takes a different approach to get the message across.
That’s exactly what Te Awamutu photographer and motorcyclist Donna Powell is hoping to achieve with a rather special project called Look Twice.
Instead of focusing on motorcycles, road rules or crash statistics, Donna wants to introduce New Zealanders to the people beneath the helmets.
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And she’s starting with 50 women who ride.
Putting Faces to the Statistics
The number 50 isn’t a coincidence.
Donna’s proposal cites around 50 motorcyclists losing their lives on New Zealand roads each year, and she wants to give that figure a more personal meaning.
Her plan is to photograph 50 women motorcyclists alongside their families, creating a book that celebrates their lives while reminding other road users just how much is at stake every time someone heads out for a ride.
Because behind every helmet is someone’s partner, mother, daughter, sister, auntie or grandmother.
Someone with a family, friends, responsibilities and a life that extends well beyond motorcycling.
It’s something we riders understand, but perhaps not something that always crosses the minds of other motorists.
Donna hopes her photographs will help change that.
“What if the motorcyclist approaching that intersection was your wife, your daughter or your mum? Would you look twice?”
It’s a powerful question, and one that forms the foundation of the entire project.
A Passion Close to Home
Donna knows a thing or two about motorcycles herself.
She’s been riding for more than 16 years and, when she’s not out enjoying life on two wheels, runs Donna May Photography from Te Awamutu.
An award-winning family photographer, Donna is also a mum to a toddler, a wife, daughter, sister and auntie.
In other words, she’s exactly the sort of person she wants to celebrate through Look Twice.
And her experience photographing families gives the project another dimension.
Rather than simply lining up 50 women alongside their motorcycles, Donna wants to capture the relationships and personal connections that make each rider’s story unique.
The motorcycle might be what brings these women together, but it’s the people in their lives who will give the photographs their meaning.
There’s More to This Than Road Safety
While the Look Twice message is central to the project, Donna is equally keen to celebrate women who ride motorcycles.
And we reckon that’s worth celebrating.
Motorcycling might still have something of a male-dominated image, but there are women throughout New Zealand who share exactly the same passion for riding as the rest of us.
Some ride sportsbikes, others prefer cruisers, adventure bikes or classics. Some have been riding for decades, while others are only just discovering what makes motorcycling so addictive.
They’re women with jobs, families and everyday commitments who also happen to love motorcycles.
Donna wants to put those women in the spotlight.
Not because they’re famous or have achieved something extraordinary on two wheels, but simply because they’re part of our riding community.
It’s also an opportunity to challenge some of the stereotypes that still surround women motorcyclists and perhaps inspire others who have thought about getting their motorcycle licence but haven’t quite taken that first step.
After all, there’s no reason the next generation of riders shouldn’t include just as many women as men.
Giving Something Back
Wintec is supporting Donna’s project by sponsoring the studio space needed for the photography sessions over 18 months.
There’s another worthwhile element to Donna’s project.
Women selected to feature in the book will pay a $95 participation fee, with that money being donated to Endometriosis New Zealand.
With 50 women involved, that’s a potential $4,750 going towards another important cause.
It’s a nice touch and adds another layer of meaning to a project that’s already about much more than producing a collection of photographs.
A Different Way to Get the Message Across
At BRM, we spend a lot of time talking about motorcycle safety, rider training and the importance of being seen on the road.
And rightly so.
But what we particularly like about Donna’s idea is that it approaches the issue from a completely different angle.
It’s not about telling drivers what they’ve done wrong or showing graphic images of what can happen when things go badly.
Instead, it’s about reminding people that motorcyclists are human beings with families and loved ones.
That the person riding past isn’t just another motorcycle in the traffic.
“They’re somebody’s everything.”
And if Donna can get even a handful of motorists to think about that the next time they approach an intersection or change lanes, then her project will have achieved something worthwhile.
Donna has already photographed the first three women who will feature in Look Twice, and she’s keen to hear from others interested in being part of the book.
We reckon it’s a fantastic initiative, and we’re looking forward to seeing the finished result.
Because whether you’re riding a sportsbike, cruiser, adventure bike or scooter, there’s one message that applies to all of us.
“Look Twice. There’s a life behind every helmet.”
Be Part of Look Twice
Donna Powell is inviting women motorcyclists to apply to feature in her upcoming Look Twice photography book. The project will feature portraits of 50 women alongside their families, celebrating their passion for motorcycling while encouraging greater awareness of riders on New Zealand roads. A $95 participation fee applies, with the proceeds donated to Endometriosis New Zealand.
Photography sessions for 2026 are fully booked, but further studio dates will open in 2027. To apply, visit the Look Twice application page.
Photography: Donna May Photography
