After Swedish micromobility company Voi raised $115 million in funding last year to join the unicorn club, it has now rolled out a safety campaign. ‘Let’s get it right’ campaign will educate riders about how to responsibly use shared e-scooters.
The campaign will run through social media for six weeks and target people living in the 80+ towns and cities where Voi operates.
Research shows that younger generations, particularly people in their 20s living in urban areas, tend to have lower rates of driving license possession than previous generations at the same age, indicating a potential lack of knowledge of traffic rules. This younger generation are also frequent users of shared micromobility services, making them an integral part in shaping the transformation of city transport to a shared mobility future.
The platform also plans to host more than 100 safety training events across Europe and the U.K. throughout its peak season.
Caroline Hjelm, head of marketing, Voi said: “We are on a mission to transform the way people move around cities. Part of that mission is a multinational strategy to eliminate traffic injuries and fatalities, while supporting equitable, green mobility for all. The vast majority of our riders already conduct themselves well in traffic and follow the rules of the road. But one accident is one too many. On top of investing in rider education and innovative tech features we need to raise awareness of how important it is for users to ride safely.”
In March 2022, the startup announced that its riders had taken more than one hundred million rides.