Ford: WheelSwap

Car manufacturer Ford created a virtual reality tool to provoke behaviour change and understanding between cyclists and other road users in Europe.

Campaign details

Brand: Ford Agency: A WPP blended team

The Assignment

With 300m cars and 250m bikes in Europe, tension between drivers and cyclists is at an all-time high. Cyclists account for 1 in 12 road deaths and this needs to change. This led Ford to use behavioural science to provoke behaviour change and understanding between road users. Ford created WheelSwap, an empathy-based VR tool to enable cyclists and drivers to see the other road user'sperspective. When put to the test 70% of participants' empathy increased and, after two weeks, 60% changed their...

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