Clemenger BBDO Melbourne has joined forces with Victoria’s Accident Commission to encourage drivers to not knock cyclists over when they open their car door.
In creating The Rider Reminder, the duo hope to prompt drivers and passengers to be more careful in looking for cyclists before swinging their doors open.
Car dooring incidents, involving drivers and passengers opening their doors in front of approaching cyclists, have been blamed for two cyclist deaths and hundreds of injuries in Victoria in recent years.
The Rider Reminder is a textured device that drivers can stick on the inside of their car door handle, with the device designed to feel like a rubber bike handle in the hopes of acting as a trigger that reminds vehicle occupants to check for cyclists.
Tour de France winner Cadel Evans is backing the initiative, and said it would encourage Victorians to consider the risks to approaching cyclists before brashly throwing their car door open.
“It’s so easy for us to be in a rush and jump out of our car but at the same time, as a cyclist, the consequences are costly. A bike grip on the inside of your car door before you open the door is a good reminder,” Evans said.
Clemenger BBDO Melbourne behavioural planner Matt Peace said The Rider Reminder was one of the many innovations the agency was collaborating on with the TAC in order to change road user behaviour.
“In order to continue to reduce trauma on Victorian roads, and ultimately reach the goal of zero deaths and serious injuries, we need to find lots of different ‘nudges’ that help remind people of the role they can play in contributing to that goal,” Pearce said.
TAC senior road safety manager Samantha Cockfield said it was critical that the organisation continue to look for innovative solutions to road safety issues.
“Our goal is to raise awareness of the issue and give motorists and passengers a bit of a nudge at that crucial point before they step out of their vehicles,” Cockfield said.
“There are many different types of road users and we are constantly trying to find innovative ways of reminding people that they share the roads.”
The Rider Reminder is free and is now available in bike shops and selected cafes across Melbourne.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]